Programmatic Advertising : What is it and how does it work ?

Programmatic advertising is a trend that has come to stay.  Over the last decade, the world of advertising has allowed brands and companies with unprecedented accuracy in reaching and activating their target audiences.

Standardized advertising for all audiences no longer works! Customers and users of new technologies want and expect more personalized experiences more often.

Expansion of the media and customer data now makes ad purchase an increasingly complicated process.

What is Programmatic Advertising ?

Programmatic advertising is a term that encompasses different technologies that automate the purchase, positioning, and optimization of advertising, performed in real-time or near-real, with different levels of control and automation.

The main objective is to replace human activities in the negotiation of advertising spaces.

In a context of advertising purchase, the term “programmatic” means the use of metadata to target the audience, based on different variables such as: geographical data, behavioral patterns, demographic, interests, etc.

This gives advertisers the ability to know exactly what medium to be, the right ad to display, at a certain time for the right audience.

Programmatic advertising is dependent on Real-Time Bidding processes and platforms: Every time each page is opened, there is an algorithm that looks for advertisers interested in ad space on that page. The advertiser who pays more for the user of these pages gets the advertising space to advertise their product / service.

The revolution has begun, programmatic advertising has changed the way advertisers buy advertising space with new standards in an increasingly technological industry, of which speed, personalization and data are generated in real time making the purchase process faster and more efficient .

How does programmatic advertising change the way consumers view advertising ?

Programmatic advertising has become the new standard and represents the bulk of the digital display advertising that is bought and sold in major markets, including the UK and US.

Programmatic technology allows highly detailed online and offline data to display ads. This situation benefits not only the advertiser, but also the consumer, who receives a totally relevant experience because he watches and sees what really interests him.

Understanding human relationships is an ongoing process, there is no formula that dictates the most effective way to impact the consumer.

Impressive experiences are almost always positive for the client. Creating positive experiences will ensure that the target audience always wants to revive them.

publicidade programatica

How does programmatic advertising work? ?

Briefly and simply, program advertising works through the automation of buying and selling processes, which consists of: :

  1.  Choose an audience;
  2.  Define the investment to make an impact;
  3.  Search for sites and places where the target audience is present;
  4.  Smart and well-researched advertising spaces, just when the target audience is online.

Programmatic advertising thus allows the purchase of different spaces / inventories such as displays, videos, social, mobile, etc.

In addition to leading to other forms of trading in two distinct models:

  • Reserved – negotiating through a DSP (Demand Side Platform) that uses data from the Data Management Platform (DMP) to find the most suitable audience for the advertiser (Private Deal or Private Ad Exchange).
  • Not Reserved – Inventory within the Ad Exchange, anyone with access to a DSP can buy.

Programmatic Advertising advantages:

Time: The process of buying advertising was totally manual and time-consuming. To advertise now as well as being an easier process, is also much simpler, through real-time auctioning (RTB) thus removing the complexity that previously existed. RTB enables the automation of purchasing functions as it provides the ability to purchase inventory based on impressions and users.

Reducing costs: Programmatic advertising is increasingly being used, also by optimizing the investment, thus reducing the dispersion of advertising dollars. All this, also due to the automation of processes, directing the advertiser to the relevant target audience.

Targeting: In addition to cost-effective advertising, programmatic advertising allows audience reach across multiple locations in a single purchase. In this way, it is possible to identify the most relevant characteristics of the target audience and use these insights in order to reach the consumer in a personalized way.

Results: It is now possible through this tool to exchange and try out different creative media, parts, channels, techniques, targeting strategies and analyze. This allows the optimization of campaigns and thus, realize what works best.

The biggest advantages of programmatic advertising are: campaigns customized according to browsing profile, age, gender, purchase intention, location, etc. ; Advertisers decide how much they want to pay for impressions; Avoid dispersion of ads in places of disinterest and random sites; Analysis of actual and specific data.


It is foolish to think that program advertising is limited to online only. Nowadays, it can and has also reached the offline market, for example, through digital billboards ( DOOH ).

DOOH programmatic advertising has the following advantages::

  • It offers greater efficiency in the expenses for the brands because it is possible to segment the micro-public;
  • Facilitates workflow;
  • Gives OOH (Out Of Home) advertising professionals the right to program on digital and potentially leverage digital budgets.

Increasingly, there are different tools available that help identify who is viewing the digital displays.

REAL CATCHER – The real-time audience measurement solution


The Real Catcher is a software based on innovative image analysis techniques that uses a standard webcam, IP camera, or special video analysis systems such as Kinect, PrimeSense and others to perform a facial analysis of the people watching the contents that pass On digital displays

The system analyzes the flow of images provided by the camera and allows you to measure the effectiveness of digital advertising by counting the number of people passing near the multimedia system. How many people are actually looking at the media and provides their time of stay, time of attention, demographics and other indicators such as gender and age group.

QMAGINE SIGN – Corporate TV | Digital Signage


The software QMAGINE SIGN by PARTTEAM & OEMKIOSKS, allows to manage the digital signage or corporate tv, locally or remotely. This interactive digital communication transforms the common displays into interactive multimedia kiosks / digital billboards that allow consumers autonomy towards a product / brand / company or service.

In addition to content insertion, this software allows the scheduling, that is, it is possible to define that a content passes at a certain time, day, month, year.
Just as you can define the passage of content in a time interval, for example, to broadcast an announcement, only from the 14th to the 30th of June.

Through integration with other software developed by QMAGINE by PARTTEAM & OEMKIOSKS, it is possible to obtain a real-time monitoring system, obtaining statistics of visualization, bidirectional communication, updating contents, checking the state of players, etc.

Digital communication is a powerful tool that allows the delivery of information in real time, PARTTEAM & OEMKIOSKS knows this and continues to develop interactive solutions according to the technological trends and needs of the projects it performs.