What is Programática?

The term "Programática" is Spanish for "Programmatic," referring to programmatic advertising. Programmatic advertising involves using automated technology to buy and sell digital advertising space. Instead of traditional, manual negotiations, programmatic platforms use algorithms and real-time bidding (RTB) to purchase ads based on various targeting criteria, such as demographics, interests, and online behavior. This allows advertisers to reach specific audiences more efficiently and effectively while optimizing ad spend. It is commonly used for display ads, video ads, and other forms of online advertising.