The programmatic buying process is about putting together users, editors and advertisers through smart technology. Every time a user accesses a web page, cookies create a visitor profile with all the necessary information to offer a better experience focused on personalized content.
This huge volume of data is analyzed, managed and processed through Big Data, creating patterns that will allow brands and advertisers to make decisions in a automated and immediate way.
Advertisers create the demand through DSP platforms (Demand Side Platform), like RTBMind, where they can establish the campaign's parameters and bids according to their interests. Editors offer the supply of ad spaces, which are gathered on an SSP platform (Sell Side Platform), that optimizes their results.
The places where supply and demand meet are the Ad Exchange platforms. Here it's where the real time transaction happens; advertisers bid with the goal of having their ads displayed in spaces of interest for their target audience, and the best bidder is the one who gets presence in the offered website.