What does programmatic buying mean?

Programmatic buying is an advertisement based on automation system (technology) and data. Compared with conventional manual purchase, it can greatly improve the efficiency, scale and delivery strategy of advertising purchase.

Although it may sound far away, it seems to happen only in the robot world. But on the contrary, this is the reality that marketers need to face at present. This is not just happening in the digital field. Television, broadcasting and even printing industries will slowly but inevitably adopt programmed advertising mode.

Extended data

Advantages of programmatic buying

This method has two main advantages:

1, which is simple and convenient. Advertisers only need to determine the general delivery requirements to purchase, thus saving the labor cost of business negotiation.

2. Precision Strike Some people say that the essence of programmatic buying is audience buying. This sentence is very accurate. Programmatic buying can achieve the optimal placement of advertisements, abandon the "flood irrigation" in the hard and wide era, and aim at advertisers to accurately target the audience in need.

These advantages also make advertisers turn to this new continent: Procter & Gamble has programmed 75% of its digital advertising budget, and American Express even increased this ratio to 100%. In China, Store 1, Haier and lufax have all tried programmatic buying to some extent.

Baidu Encyclopedia-programmatic buying