{"id":169259,"date":"2026-06-10T17:17:26","date_gmt":"2026-06-10T17:17:26","guid":{"rendered":"https:\/\/digitionary.com\/dictionnaire\/programmatic-branding\/"},"modified":"2026-06-10T19:02:26","modified_gmt":"2026-06-10T19:02:26","slug":"programmatic-branding","status":"publish","type":"dictionnaire-dico","link":"https:\/\/digitionary.com\/en\/dictionnaire\/programmatic-branding\/","title":{"rendered":"Programmatic branding"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Programmatic branding involves the automated purchase of display advertising space to enhance brand recognition, image, or achieve similar objectives. This approach differs from early programmatic practices, which primarily relied on real-time bidding (RTB) for short-term campaigns focused on clicks and conversions, often using inventory of varying quality, sometimes incompatible with branding goals. Subsequently, programmatic branding techniques evolved to accommodate traditional television advertisers, who are naturally brand-oriented, by leveraging formats such as video and audio, available via RTB and well-suited to branding. Furthermore, the programmatic channel is now used to deliver ads on high-quality media (traditional media), which are conducive to branding objectives. The distinction between &#8220;programmatic&#8221; and &#8220;branding&#8221; now seems less relevant, as a well-designed, planned, and brand-safe campaign can perfectly achieve branding goals. A concrete example of this evolution is the coexistence of programmatic campaigns focused on branding and performance. Finally, a debate is emerging on the effectiveness of programmatic advertising as a branding tool, highlighting the specific practices of programmatic branding.<\/p>\n","protected":false},"template":"","categories-glossary":[333],"class_list":["post-169259","dictionnaire-dico","type-dictionnaire-dico","status-publish","hentry","categories-glossary-display-programmatic-advertising"],"_links":{"self":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico\/169259","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/dictionnaire-dico"}],"about":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/types\/dictionnaire-dico"}],"wp:attachment":[{"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/media?parent=169259"}],"wp:term":[{"taxonomy":"categories-glossary","embeddable":true,"href":"https:\/\/digitionary.com\/en\/wp-json\/wp\/v2\/categories-glossary?post=169259"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}