Programmatic purchasing

Definition

L'programmatic buying is an automated method of buying and selling digital advertising space, based on the use of specialized technology platforms. Unlike traditionaltraditional media buyingwhich requires human negotiation, programmatic buying enables ads to be delivered in real time using algorithms, according to very precise targeting criteria.

This practice is becoming increasingly widespread in Quebec's digital marketing world, as it enables us to optimize advertising budgets while reaching qualified audiences on the Web, in a variety of environments.

How programmatic buying works

Programmatic buying relies on a technological ecosystem made up of several key players:

  • Advertiser: the company wishing to advertise.

  • DSP (Demand-Side Platform): the platform used by the advertiser (or its agency) to buy advertising impressions.

  • SSP (Supply-Side Platform): the platform used by publishers to sell their advertising inventory.

  • Ad Exchange: the advertising exchange where available impressions are traded in real time.

  • DMP (Data Management Platform): a platform that collects and manages audience data to improve targeting.

The process is usually automated by Real-Time Bidding (RTB), which enables advertising impressions to be purchased in milliseconds, every time a web user loads a web page.


Benefits of programmatic buying

1. Precision targeting

Thanks to access to a vast amount of data, it's possible to deliver advertising only to those people who correspond to the established criteria: location, age, interests, online behavior, type of device, time of day, and so on.

2. Automatic optimization

Programmatic buying platforms use artificial intelligence to automatically adjust bids and ad delivery based on performance.

3. Extended scope

With a single tool, you can broadcast campaigns to thousands of websites, mobile applications, video platforms, podcasts, smart TVs and more.

4. Budget flexibility

Campaigns can be launched with flexible budgets, which can be adjusted in real time according to results.

5. Measuring performance

Programmatic platforms offer detailed data on audience reach, number of impressions, clicks, conversions and much more.


Types of formats that can be bought programmatically

  • Display banners

  • Videos (pre-roll, mid-roll, YouTube, etc.)

  • Digital audio (Spotify, podcasts)

  • Outdoor digital display (DOOH)

  • Native advertising

  • Connected television (CTV)

Programmatic buying in Quebec: local realities

In Quebec, programmatic buying makes it possible to reach French-speaking consumers with great precision. Platforms such as La Presse, Radio-Canada, Québecor Média and Narcity offer their inventories via SSPs.

Agencies like Planning Média make sure to select broadcast environments that are relevant, credible and safe for the brand, thus avoiding inappropriate placements (brand safety).


Media Planning's role in programmatic buying

As an agency specializing in digital advertising, Planning Média takes care of every stage of your programmatic campaigns:

  • Strategic analysis of your marketing objectives

  • Selection of the most suitable DSP platforms (e.g. Google Display & Video 360 and EngageFront)

  • Creation of visuals and advertising messages

  • Precise targeting

  • Continuous performance monitoring and optimization

  • Customized, transparent reporting

Thanks to our local expertise, we combine the best advertising technologies with in-depth knowledge of the Quebec market to ensure concrete results.

Comparison: programmatic vs. direct buying

Automation

  • Programmatic purchasing: yes

  • Direct purchase: no

Audience targeting

  • Programmatic buying: very precise

  • Direct purchase: general

Continuous optimization

  • Programmatic purchasing: yes, thanks to AI

  • Direct purchase: very limited

Range

  • Programmatic buying: very broad

  • Direct purchase: limited to one or a few sites

Data access

  • Programmatic buying: very detailed

  • Direct purchase: often limited or not supplied

Rapid deployment

  • Programmatic buying: immediate

  • Direct purchase: subject to availability

Steps to a successful programmatic campaign

  1. Define clear objectives

    • Increase brand awareness

    • Generate traffic to a website

    • Boost conversions

  2. Targeting the right audiences

    • Using demographic, behavioral and contextual data

  3. Creating high-performance ads

    • Adapted to chosen digital formats (banners, videos, audio, etc.)

  4. Launching and monitoring the campaign

    • Real-time performance monitoring

  5. Continuous optimization

    • Bid adjustments, ineffective location exclusions, creation tests

  6. Measuring results

    • CPC, CPM, conversion rate, cost per acquisition, etc.

Challenges and precautions

  • Respect for privacy: compliance with laws such as Bill 25 in Quebec and RGPD for companies targeting Europe.

  • Advertising fraud: watch out for fake clicks or non-human impressions (bots).

  • Distribution context: the importance of brand safety and transparency in locations.

  • Data overload: know how to interpret data correctly to make relevant decisions.

Conclusion

Programmatic buying is a powerful tool for any company wishing to deliver effective, targeted and measurable digital advertising. However, its complexity requires rigorous management and advanced technical knowledge.

At Planning Media, we put technology at the service of strategy, not the other way around. Our aim is simple: to maximize your results, minimize advertising waste and help you achieve sustainable growth through tailor-made programmatic campaigns.