Data management programs allowed with technology has totally changed the way marketers buy media today. More and more businesses are embracing technologies that enable media transactions in real-time and at a gritty level. Programmatic buying system is at the core of this revolution and has triggered a standard shift from a conservative non-personalized mass media purchasing to targeted ad placements based on user conduct.


Programmatic buying means purchase and sale of media in real time in an automated manner through algorithms and software. Automation is real time and accurate to such extent that it not only saves time but also advances efficiencies in terms of ROIs and reaching a target audience with laser-guided precision.


While Programmatic buying has not yet taken the healthcare domain by gale, a buzz around the subject has started getting louder in recent times.


Media buying in healthcare typically has been done in a traditional manner through sales teams approaching publishers either offline or online and then go through a long process negotiation, RFQs, making artworks and purchase indenting, specs modifications, vendor onboarding and ultimately emancipating payment. And all this convoluted process has to go through before the ad is even published. Henceforth there is a lag between purchase intent and actual media release. And that is what Programmatic is good at solving.


So how does Programmatic buying works and why hasn't it caught the opinions of healthcare dealer yet? Let us dig into details.


How does Programmatic Buying Works? The Programmatic Ecosystem


First, let us understand some usually used terms used in the Programmatic Buying world and also how the Programmatic ecosystem really works.


When a user clicks on a web page that has programmatic advertising space on it, the publisher of the web page sends a cookie to user's web browser (Internet Explorer, Chrome, Bing... whichever).


Definition of Cookie: Cookie, in simple terms, is a small information file that is sent from publisher's web server to user's web browser which helps to create user's identity



In case an inventory (marketing space on a web page) is obtainable for sale, it activates a request from publisher's Ad Server to their Supply Side Platform (SSP) to fill the Ad slot



Definition of SSP: You might think of Supply Side Platforms (SSPs) like a library or storehouse of Ad Inventories accessible for placing your programmatic video advertising. It is a platform that links sellers (blogs, web sites, directories etc.) with advertisers or buyers who compete against each other for available Ad space.