Elements of Programmatic Media Targeting & Optimization
Programmatic Media Buying is the exercise of executing media buying task using software platforms in a automated manner, usually called DSP (Demand Side Platforms), integrating multiple sources of inventory, data providers and technologies.
This automation brings efficiencies and extends the posibilities for marketers to show the right message, to the right audience at the right moment across devices and formats.
Although programmatic media traders know all the alternatives available to plan and optimize their campaigns, it is not the case for marketers.
The goal of this project is to provide marketers with full visibility of the potentials of Programmatic Media Buying, and help them make the most use of it.
How to use this guide
The table of programmatic elements is divided into five groups. Each of one represents a set of sub-categories based on their homogeneity and use. As an example, the elements of the Inventory group are divided in 4 categories: Inventory (source of advertising spaces), Marketplaces (type of access to that inventory), Type (class of inventory) and Devices (each device has their own inventory type).
Clicking in each element or category includes a full description that will help you understand its use and how it interacts with other elements.
We hope this will help you maximize your programmatic efforts!