Programmatic buying, or Real Time Bidding (RTB), is an advertisement distribution system on the network display that allows us to bid in real time on each of the impressions available on the advertising spaces that are of interest to us in an individualised, independent way rather than in bundles, as was the case until just recently.
What can you achieve with programmatic buying?
Using programmatic buying as part of your online marketing actions offers you multiple advantages:
Save on costs: With programmatic buying you make a bid of varying amounts for each impression, and consequently, adjust your expenditure to the fullest.
Precise focus on your audience: The information we collect about users based on pages visited, cookies and retargeting tools allows us to select those individuals that your advertising should reach to ensure your campaign’s success. Programmatic buying allows you to segment your target audience based on topics and interests, countries and lists, in addition to allowing you to hand-pick the places where you want your advertisements to appear and exclude sites where you do not want them to appear. Finally, all this informational enables us to choose creative pieces based on our target audience’s preferences.
Ongoing analysis of results: By means of using metrics that let us know whether the current approach is working or whether we should apply corrective measures. The RTB management platform that we use at Súmate provides us data on brand recognition, visibility and likelihood of making a purchase.
Your advertisements’ appearance in an extensive inventory of ad exchanges or communication media, not just on Google and Facebook.
Persuasion of undecided users who are considering buying your products who have visited your pages, by means of retargeting tactics.
What makes Súmate’s work method different?
Súmate’s programmatic buying service stands out for its use of platforms that are specialized in managing this type of advertising, giving us the following possibilities:
Control over the entire campaign process using one tool, which saves time and allows us to achieve optimal results quicker.
Campaigns with international scope, with the opportunity to reach dozens of countries.
Data measurement of your campaign’s performance using data compiled on numerous variables, which facilitates the decision making process.
Flexibility to adapt campaigns to a changing environment and make necessary changes to help the campaign’s sound functioning.