What is Programmatic Buying?


As more consumers spend time online, the way they purchase items becomes less linear and direct. They are more digitally influenced, and ads that can be tracked, tested, and revised in real time are more likely to produce results. Programmatic buying on media is an automated method that can be specifically targeted, tested, and revised in real time. This results in fewer buyers being shown ads that are wasted, and more ads targeted to the right people at the right time.

This kind of programmatic buying involves four kinds of advertising deals that advertisers can use to buy or sell:

  1. Open Auction or Real-Time Bidding

Many buyers compete for the deal in real time.

  1. Private Marketplace

These are usually invitation only with a negotiated minimum price and non-guaranteed volumes.

  1. Preferred Deals

One-to-one deals with non-guaranteed volumes at a fixed price.

  1. Programmatic Guaranteed

One-to-one deals with guaranteed volumes at a fixed price.

These automated methods allow advertisers to place ads on social media, connected TV, digital audio and out-of-home advertising using a process that guarantees speed and efficiency.

Programmatic advertising buying methods offer speed and efficiency not usually experienced with traditional media buying methods. As consumers move more and more into digital, programmatic buying will become more common. Contact Agency Creative today. Our programmatic buying team can help you start using programmatic ads to showcase your business in front of the right audience at the right place and at the right time.