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The future, not so distant, of television advertising.

The purchase of advertising spaces on television, until recently, was focused on reaching an audience defined mainly by demographic segmentation, obtaining results determined by a data panel (people meter) and measured through GRPs.

However, with the arrival of programmatic TV, things change, because, thanks to the use of technology, the data for the purchase and delivery of digital television ads (web and mobile), connected television and linear television through decoders, the capture of data through millions of devices is achieved, allowing to know the audience behaviour, as well as allowing advertisers to offer brands, products or services by segmentation based on interest.

This segmentation so precise, greatly benefits viewers as they perceive almost personalized advertising for them, without needing to be bombarded with irrelevant ads

That being said, it is not a surprise that the investment in programmatic television does not stop growing, since it means transposing all the advantages of digital advertising to a medium that, in itself, responds very well to the interests of advertisers. And it also offers the possibility to media and advertisers to generate reports in real time allowing improvements and rectifications immediately during the development of the campaign with the consequent ROI optimization.

While television channels work to offer more inventory to digital buyers, DSPs invest in the automation of the purchase of television commercials. These trends are helping to consolidate the market and contribute to the growth of programmatic video and television investments made by advertisers.

At Best Option Media, we take into account the boom in programmatic purchasing in order to offer the best and most effective advertising investment opportunities to our partners, which is why we have reached an agreement with Amazon Advertising to use its DSP. With this and as a strategic line of the company, we become one of the few agencies in Spain that offers this service to our partners without any intermediaries.

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