What is a marketing Programme?
Programmatic marketing refers to all marketing campaigns associated with the use of software and algorithms. This is an evolution of digital marketing. An emerging model since the 2000s, programmatic marketing involves automating the processes of buying, selling, recommending, etc., while keeping the human being at the heart of its operation as it becomes a sponsor of these software and algorithms.
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| What is a marketing Programme |
The traditional approach is based mainly on the establishment of a media plan, i.e. the selection of one or more media (television, radio, poster, press, Internet...) according to the target, the budget and the objectives. Programmatic marketing is based on targeting Internet users through the purchase of space impression by impression. It is a subtle targeting that is based on the analysis of Internet users' behaviour through cookies.
Description
Programmatic marketing applied to advertising differs from traditional buying and selling processes by eliminating the many time-consuming steps of negotiations, round trips of media plans, and repeated insertion orders. Contrary to popular belief, programmatic advertising is not limited to real time bidding (RTB); there is also what is called direct programmatic, which corresponds to the fact of buying spaces not by auction but by having an inventory guaranteed in advance, on closed marketplaces (unlike RTB which is carried out on open marketplaces).
Programmatic marketing platform
A programmatic marketing platform (PMP) is defined by a positioning on the margins of commonly accepted programmatic ecosystems. This tangent includes the actors coupling the programmatic purchasing and audience targeting attributes of a Demand Side Platform (DSP), as well as the data collection, processing and exploitation functionalities of a Data Management Platform (DMP).
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