The world of programmatic media is Key Players rich and diverse. It has several players, each with their own importance in digital advertising. Among them, we can highlight publishers, media agencies and trading desks.
Publishers make ad space available on their websites and apps. They offer advertising inventory that is traded through SSPs and DSPs . In Brazil, they are key players, accounting for 78% of online ads through these technologies.
Media Agencies
Media agencies bridge the gap between advertisers and publishers. They are experts in planning, managing and optimizing advertising campaigns. They use advanced tools to reach the right audience. Agencies are crucial to the success of web advertising, especially as programmatic advertising dominates the market in countries such as Brazil, the US and the UK.
Trading Desks
Trading desks specialize in the automated purchase of advertising space. They rely on DSPs to optimize campaigns in brother cell phone list real time. They also offer accurate analytics to achieve marketing goals. Today, these entities use artificial intelligence to better target and display ads in the digital environment.
Agents Functions
Publishers They provide advertising space on websites and apps; connected to SSPs and DSPs.
Media Agencies They mediate the purchase of spaces, management and optimization of campaigns .
Trading Desks They buy moderate growth: about you confirms forecast for 2025 programmatic media using DSPs, offer data management and optimization.
Platforms Used in Programmatic Advertising
Programmatic advertising leverages multiple platforms that optimize and automate the buying and selling of digital space. These include Demand-Side Platforms (DSP), Supply-Side Platforms (SSP), and Data Management Platforms (DMP).
Demand-Side Platforms (DSP)
DSPs help advertisers buy media space automatically. They centralize the operation of campaigns. DSPs have access to qatar numbers almost every website available. This makes buying ad space much easier.
Additionally, they allow for analytics to improve campaigns. Advertisers can reach the right audience across multiple websites and apps. This means the return on investment in ads is clear and significant.
Supply-Side Platforms (SSP)
SSPs help website owners sell ad space. They help them reach more buyers. This increases competition and increases the value of ad space.
The RTB (Real Time Bidding) system enables fast sales, based on CPM. This means that the right advertising reaches the target audience in less than a second.
Data Management Platforms (DMP)
To manage data in advertising, DMPs are essential. They collect and analyze a lot of data. This improves automation and targeting in campaigns.
Using machine learning, DMPs make advertising more efficient. They adjust campaigns based on audience behavior and preferences. This makes ads more accurate using specific metrics.
The table below shows the main features of DSPs, SSPs and DMPs. It highlights the importance of each in programmatic advertising:
Platform Description Features
Demand-Side Platforms (DSP) Platform used by advertisers to automate media buying.
Media Buying Automation
Access to inventories and specific audiences
Ad delivery analysis and improvement
Supply-Side Platforms (SSP) Platform used by publishers to manage and sell their ad space.
When it comes to online advertising formats , three types stand out: banner advertising , video advertising , and pop-ups . Each format has its own qualities and benefits, serving different strategies in the digital world.
Banners
Banner advertising is a very traditional online advertising format . It is still widely used today. Positioned on strategic websites, these visual ads help increase brand recognition. Research shows that programmatic display can increase brand awareness by 21%.
Videos
Video advertising is becoming increasingly popular. In 2019, 53% of video advertising was purchased programmatically. This format delivers an interactive experience, effectively capturing the user’s attention. An incredible 95% of the message in a video is remembered by viewers. Investment in programmatic video advertising is expected to increase by 25% in the near future.