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Apesar de rapidamente popularizar-se, a mídia programática gerou muitas dúvidas no mercado publicitário, e ainda é considerado um assunto novo para alguns.

A mídia programática leva este nome pois, consiste basicamente, na automatização de compra, e otimização de espaços publicitários – mas nós vamos te explicar um pouco melhor:

Muitos sites na web oferecem espaços que podem ser comprados, para publicação de mídia. Os detentores destes espaços são chamados de publishers. Existem diversas opções de segmentação para que os anunciantes possam mostrar seus produtos ou serviços, e com o passar do tempo e avanço da tecnologia, este processo se torna mais ágil e inteligente.

 

  • O que é:

A expressão mídia programática é um conjunto de várias tecnologias que automatizam a compra de mídia, posicionam e otimizam a publicidade, substituindo assim a atividade humana no processo de negociação de espaços publicitários (o que de certa forma facilita e agiliza o processo).

 

  • Plataformas

AD Exchange

Assim como na Bolsa de Valores, as AD Exchange são redes de leilão de inventário, aonde você compra audiência em tempo real – por exemplo: mulheres de 35 anos que se interessem por gastronomia e possuam nível superior. Na AD Exchange o princípio fundamental é criar um ambiente onde o vendedor e o comprador determinem o valor a ser pago pelo espaço publicitário.

 

AD Network: Os AD Networks são sistemas que conectam anunciantes com sites interessados em vender seus espaços publicitários, através de ferramentas. Resumidamente, são agregadores de conteúdo, que podem ser horizontais, agrupando os canais por tipo de conteúdo, ou verticais, apenas comercializando um assunto.

 

DSP (Demand-Side Platform): Esta plataforma auxilia o comprador a achar seu público-alvo, através do AD Exchange, que mostra onde o público está navegando.

 

RTB (Real-Time Bidding): É o modo de comprar mídia em leilões em tempo real.

 

SSP (Sell-Side Platform): É o correspondente da DSP para os veículos. Esta plataforma reúne todos os inventários em tempo real, e aponta qual a mais interessante para o momento.

 

ATD (Agency Trading Desks): Trading Desk é uma equipe que une uma DSP e algumas tecnologias que fornecem audiência, efetuando a compra de mídia no lugar dos compradores. É o centro de excelência das equipes de mídia, auxiliando-as a explorar este modelo de compra para seus clientes.

 

  • Mídia programática vs Google Display

Por possuírem funções parecidas, escolher entre a mídia programática e o Google Display se torna uma dúvida frequente entre os anunciantes. Basicamente, existem três vantagens da mídia programática sobre o Google Display. A primeira delas é o acesso a uma série de outros provedores de inventário como: Microsoft, AppNexus, Yahoo etc, gerando um alcance significativamente maior. Além disso, devido aos diversos provedores de inventário, o CPM (Custo Por Mil) acaba saindo mais barato.

Outra vantagem das Demand-Side Platforms (DSP) é a segmentação por perfil de usuário. Empresas especializadas em mapeamento de perfis trabalham em conjunto com as DSPs, garantindo maior assertividade na entrega de mídia ao público-alvo desejado.

E por último, o grande diferencial das DSPs é seu algoritmo. O sistema é capaz de entregar mais mídia em um determinado site, dia, horário ou segmentos de público que proporcionem mais conversões.

 

Você acha que a mídia programática pode ajudar seu negócio? Contrate uma agência digital!

 

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