Programmatic media: what is it and what are the advantages for pharmaceutical companies?

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Amidst widespread competition for visibility, especially on digital channels, programmatic media emerges as a powerful and efficient strategy for reaching target audiences precisely.

Studies conducted by the Interactive Advertising Bureau (IAB) in 2020 show that, in the United States, more than 80% of digital ad sales occurred through this strategy. But what is programmatic media?

What is programmatic media?
Programmatic advertising is an automated model for buying and selling online advertising space, using algorithms and data to strategically target ads. Generally speaking, instead of manual negotiations between advertisers and advertising channels, programmatic advertising uses software to purchase space, making the process faster and more practical.

In addition to optimizing time by eliminating the back philippines mobile phone number forth of commercial proposals, this style of strategy offers more accurate information about the audience. This is because segmentation is based on specific criteria, such as demographic data, user interests and online behavior.

How does programmatic media work?
The programmatic media process involves several steps, from strategic campaign planning and target audience segmentation to the placement of ads.

The steps are interconnected by an ecosystem model that connects digital marketing agencies to publishers and target audiences. All steps of this ecosystem are essential to the success of the strategy.

Programmatic Media Ecosystem


Stages of the Programmatic Media Ecosystem
Agencies and advertisers
The starting point of the ecosystem is advertisers and agencies. To ensure results are achieved, it is important for advertisers to have an agency to design the campaign and the entire strategy behind it.

Trading Desk
Trading Desks are companies that specialize in DSP campaigns and mediate the process of purchasing advertising space and segmenting audiences. The main contact for agencies throughout the process is with Trading Desks.

DSP and SSP
The Demand-Side Platform (DSP) is a platform that automates the entire media buying process and allows access to audience information, data collection and analysis of ad placement. The Supply-Side Platform (SSP) is a specific tool for publishers to sell advertising space to advertisers and agencies.

Ad Exchange and Ad Network
Ad Exchange is responsible for mediating the sale of ad space. It basically works like a virtual marketplace, where ads are auctioned in real time. Ad Network connects advertising spaces, such as websites and apps, to advertisers.

DMP
A Data Management Platform (DMP) collects, stores, and organizes audience data to build segmentations. From the data, it is possible to connect the audience to the advertiser's target audience profile.

Publishers
Publishers are companies that sell advertising space, such as websites, portals and applications, for advertisements. Some well-known publishers in the pharmaceutical world are Tua Saúde, Minha Vida and Medical News Today.

What are the advantages of programmatic media in health marketing ?
Programmatic media offers different advantages for companies, especially in the pharmaceutical sector. After all, in addition to connecting to authoritative and referenced health channels, it uses user behavior data that contributes to a more positive experience with the brand.

Furthermore, by mapping demographic and behavioral data, they ensure that ads are delivered to a quality audience. In other words, they increase the relevance of the company or project and the chances of conversion.

As long as it complies with health marketing compliance guidelines and regulatory standards , programmatic media can be an excellent strategy for pharmaceutical companies. Whether it is to launch a non-prescription product, increase the visibility of a project or generate traffic to a portal, the secret lies in good planning and the agency's expertise in managing the project.

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