{"id":26766,"date":"2016-01-26T14:33:38","date_gmt":"2016-01-26T13:33:38","guid":{"rendered":"https:\/\/www.artera.net\/it\/blog\/?p=26766"},"modified":"2023-02-27T14:20:44","modified_gmt":"2023-02-27T14:20:44","slug":"programmatic-buying-per-principianti","status":"publish","type":"post","link":"https:\/\/www.artera.net\/it\/marketing\/programmatic-buying-per-principianti\/","title":{"rendered":"Programmatic Buying per principianti"},"content":{"rendered":"<p>In ambito digital spesso si sente dire che il <strong><em>Programmatic Buying<\/em><\/strong> rappresenta il futuro della pubblicit\u00e0 online: \u00e8 una valida alternativa all&#8217;acquisto classico di spazi pubblicitari online ma per poterlo valutare al meglio occorre capire cos&#8217;\u00e8 e come funziona.<\/p>\n<p>L&#8217;Internet Advertising Bureau ha decretato che ci sono due tipi di acquisto all&#8217;interno del programmatic buying: <strong>programmatic direct<\/strong> e <strong>programmatic RTB<\/strong>.<\/p>\n<h2>Programmatic buying<\/h2>\n<p>Il termine si riferisce a qualsiasi <strong>spazio pubblicitario acquistato automaticamente<\/strong> su una pagina web, sia attraverso un sistema di offerta per lo spazio (bidding) sia attraverso l&#8217;acquisto diretto. <\/p>\n<h3>Programmatic Direct<\/h3>\n<p>Identifica il <strong>processo automatico di acquisto<\/strong> garantito di uno spazio pubblicitario. Di fatto \u00e8 il tipico processo di acquisto che le agenzie svolgevano in passato: ricercavano i migliori spazi e inviano a ciascun sito le richieste per conoscere prezzi e posizionamenti.<\/p>\n<h3>Programmatic RTB<\/h3>\n<p>Il <strong>Real-Time-Bidding<\/strong> \u00e8 un sistema di advertising che permette di acquistare e\/o vendere i propri spazi pubblicitari con target specifico al miglior offerente (attraverso un meccanismo di asta che si svolge in pochi millesimi di secondo), portando benefici al publisher che monetizza i suoi spazi pubblicitari e all\u2019advertiser che riesce a definire e raggiungere il target desiderato.<\/p>\n<p>Lo svolgimento del processo coinvolge tre diversi attori:<\/p>\n<ul>\n<li><strong>Advertiser<\/strong>: attraverso un <strong>DSP (Demand Side Platform)<\/strong>, configura la sua campagna display scegliendo la profilazione del target e il limite di budget che vuole spendere per ogni impression. Attraverso lo stesso tool pu\u00f2 ottimizzare le campagne stesse modificando i criteri in base ai risultati che ottiene.<\/li>\n<li><strong>Publisher<\/strong>: cede il suo spazio pubblicitario per l&#8217;RTB.<\/li>\n<li><strong>Ad Exchange<\/strong>: il mercato digitale che permette agli attori coinvolti di vendere e comprare gli spazi pubblicitari, in automatico valuta tutte le offerte ricevute dagli advertiser e sceglie in meno di 100 millisecondi quale banner \u201cvince\u201d e si posiziona nello spazio pubblicitario. Il tutto mentre l\u2019utente carica la pagina.<\/li>\n<p>Grazie alla crescita del programmatic advertising, i principali attori del mercato digitale, possono ora avere accesso rapidamente all&#8217;inventory di annunci disponibile ed ottenere un controllo immediato sui prezzi e sulle performance ottenute.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In ambito digital spesso si sente dire che il <strong><em>Programmatic Buying<\/em><\/strong> rappresenta il futuro della pubblicit\u00e0 online: \u00e8 una valida alternativa all&#8217;acquisto classico di spazi pubblicitari online ma per poterlo valutare al meglio occorre capire cos&#8217;\u00e8 e come funziona.<\/p>\n","protected":false},"author":4,"featured_media":26842,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_eb_attr":"","footnotes":""},"categories":[300],"tags":[79,440,111,441,48],"class_list":["post-26766","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-advertising","tag-affiliazione","tag-performance","tag-performance-marketing","tag-web-marketing-1"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - 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