SUMMARY
In the age of the global digital revolution that we are currently witnessing, the use of digital methods and tools has become compulsory for business to remain competitive. Programmatic buying is one for these tools, but a lot of market players (especially the category of pharmacology) do not use its full range of solutions.
In our understanding, the effective use of programmatic buying tools is based on the involvement of the platform's potential at all stages of the advertising campaign: the search for insight, the creation and testing of hypotheses, narrowly focused targeting, cost-effective procurement, and optimization of the campaign in real time. This process is cyclical, and the results of one campaign are considered when planning and launching the next. Only in this way is it possible to get the maximum return, which will help companies not only be competitive but also achieve extraordinary results.
