Abstract

Programmatic advertising as a process capable of offering advantages for companies, combining audience data management with automation/technology and the human factor is analyzed. The starting premise is that in order to solve the problem of advertising saturation, contents has to be connected with the individuals, one by one and in real time. This work brings together the academic and professional knowledge to analyze the keys to this new form of digital advertising and its main challenges. There is also a focus on synergies between the information sciences and the future of programmatic advertising.

Abstract

La falta de eficacia de los métodos tradicionales de planificación en la publicidad tradicional, la creciente saturación publicitaria de los medios digitales y la influencia transformadora de los actores digitales en el sector han motivado la necesidad de desarrollar nuevos métodos y herramientas de publicidad para explotar de forma viable los recursos digitales que ofrece la Internet ubicua. La publicidad programática es actualmente considerada una de las formas más eficientes de automatización en este nuevo entorno de la publicidad digital, destacando su implantación en mercados publicitarios como los de EUA y Reino Unido. En el caso de España quedan aún importantes cuestiones por dilucidar, especialmente en lo relativo al grado de implementación tanto a escala nacional como regional y a las implicaciones éticas derivadas de la implementación de esta tecnología. Para arrojar luz sobre estos interrogantes hemos desarrollado una investigación cualitativa en un panel sobre una muestra de expertos con experiencia contrastada en el uso cotidiano profesional de esta tecnología. Los resultados subrayan la necesidad de capacidades de adaptación en un entorno rápidamente cambiante como el de la publicidad online, en el que las tecnologías posibilitan nuevos procesos con importantes implicaciones éticas y de reputación. A partir de la delimitación de una contradicción relevante entre las percepciones de los profesionales y los usuarios, el uso responsable de estas herramientas y la capacidad de observar las consecuencias derivadas de este uso se perfilan como un importante desafío profesional y funcional. Abstract Ineffective traditional advertising planning methods, the growing advertising saturation of digital media, and the disrupting influence of the digital players in the advertising sector have created a need for new methods and tools for advertising in today’s ubiquitous Internet. Programmatic advertising is currently considered one of the most efficient forms of automation the new online advertising environment and is excelling in major advertising markets like the US and United Kingdom. In Spain, however, there are still some important unaddressed questions regarding the level of implementation on a national and regional scale and the ethical implications derived from the implementation of this new technology. To address these points we have carried out qualitative research using a panel of experts with relevant background on the use of programmatic buying technology on a daily basis. The results stress the need for adapting capabilities in a rapidly evolving advertising sector, in which new technologies give rise to new complex processes with important ethical and reputational implications. We have identified a major contradiction between professionals’ views and users’ perceptions; the responsible use of these tools and the ability to identify the consequences of them appear to be a professional and functional challenge.

Abstract

Ineffective traditional advertising planning methods, the growing advertising saturation of digital media, and the disrupting influence of the digital players in the advertising sector have created a need for new methods and tools for advertising in today’s ubiquitous Internet. Programmatic advertising is currently considered one of the most efficient forms of automation in the new online advertising environment and is excelling in major advertising markets like the US and United Kingdom. In Spain, however, there are still some important unaddressed questions regarding the level of implementation on a national and regional scale and the ethical implications derived from the implementation of this new technology. To address these points we have carried out qualitative research using a panel of experts with relevant background on the use of programmatic buying technology on a daily basis. The results stress the need for adapting capabilities in a rapidly evolving advertising sector, in which new technologies give rise to new complex processes with important ethical and reputational implications. We have identified a major contradiction between professionals’ views and users’ perceptions; the responsible use of these tools and the ability to identify the consequences of them appear to be a professional and functional challenge.

Abstract

This article examines the implementation of programmatic buying in the digital audio sector. The sustained growth present in the different markets helps the consolidation of this medium that brings enormous benefits to commercial communication. The main aim of this research is to understand the current situation of the programmatic audio advertising buying sector. In order to address the object of study, an exploratory approach has been carried out by applying a qualitative and quantitative methodology developed with professionals from the sector and supported by the collaboration of entities such as IAB and Programmatic Spain. The results show that there is a greater commitment by brands to invest in digital audio due to its flexibility and the ability to send segmented messages with greater effectiveness and consumer engagement. As a non-invasive medium, the inclusion of digital audio in media plans has a direct impact on listener’s attention. Data shows that there has been a significant increase in the consumption of streaming music, online radio, and podcasts. Nevertheless, investment is still focused on traditional radio and the results of the study show a reluctance to plan integrated campaigns. Moreover, the difficulty in measuring return on investment is a major deterrent to the investment attracted. Professionals interviewed say that the market provides transparency and quality guarantees, as opposed to other problems such as fraud in data measurement that have slowed down investment in the past.