Sánchez: Las condiciones están dadas para que esto crezca sin saber nosotros aun dónde está el techo de este crecimiento
Shaffia Sanchez, Magna Global World Markets president, talked to PRODU about the programmatic purchase, a new way of buying digital advertising time and implementing online advertising campaigns, in 24 markets around the world.Programmatic purchase consists of using an automatic platform to buy advertising impressions. Programmatic is the fashionable word among marketers, since it is redefining the media industry completely. It is not about a segment, but the redefinition and evolution of the media industry, Sanchez commented. According to Sanchez, the programmatic purchase comes exclusively from the need the protagonists of the digital media industry have to take control over the wide list of media and the purchase of each one. Besides, Sanchez assured that the programmatic purchase also means great advantages for clients. It not only represents improvements in audience precision and price, but also control over the campaign that we never had before, she said. One of the markets that has implemented better the programmatic purchase is the United States, even in the Hispanic market. In the States, the programmatic purchase is used not only in the digital part but also for radio, out of home, and even TV, while in Latin America we are still too much focused in the digital part, and we have not gone to the next level, she added.
