La publicidad programática como herramienta para monetizar el inventario de espacios publicitarios en los sitios web : caso Gráficos Nacionales S.A.

Abstract

The integration of new technologies has allowed a change in the focus of the development of the activities of companies, especially in how they communicate the message to the market through advertising. Likewise, the use of the internet has allowed cybernetic media to become a jungle, where it is the dominant specie. After the revolution that has caused all these technological changes in society and commerce, programmatic advertising emerged as a tool to optimize advertising campaigns in this cybernetic era, but without displacing the human being in the process despite being automated. The use of this process allows the media, which is the industry where the company Gráficos Nacionales S.A. develops, to inform better the readers and generate new business forms in the advertising medium. The main objective of this research work is the analysis of programmatic advertising as a tool for the monetization of advertising spaces on websites and by the specific objectives set, will served as a guide for the realization of a marketing research with the micro and macro environment analysis and an internal exploration of the selected company, to make a proposal that would be analyzed its feasibility for its application through the different financial tools. It should be noted that for the development of the research, a conducted the survey was used as a tool to measure the preferences of the newspapers in digital format and advertising used through them, applied to the calculated sample and also an interview with two actors involved in the process of programmatic advertising of the company Gráficos Nacionales SA, to get deepen knowledge of the subject and their opinion. Finally, the expected results were related to those thrown by the executed research, since, through the methodology used, it was possible to know about which digital newspapers lead the national market, as well as an indication of the publicity and form of interaction what readers expect On the other hand, through internal analysis of the company it was determined that changes should be made in the mission and vision of the department in charge of the process, as well as the insertion of the team in charge of monitoring and control of advertising campaigns through the platforms tertiary and direct negotiations resulting from sales made, thanks to the redistributed sales force between print and digital. Therefore, after the analysis carried out, it was obtained that the project is viable in its application in economic and profitable terms.