For years, digital advertising operated under a rigid binary:

Either you bought media directly—negotiating with each publisher—or you dove into programmatic buying, that algorithm-driven black box.

But in today’s ecosystem, that division no longer holds up.

And in Latin America, where media behavior, consumption habits, and context vary dramatically, understanding the nuances between direct and programmatic buying isn’t just a tactical decision—it’s a strategic advantage.

What is direct media buying?

Direct buying is the traditional model. It involves contacting a publisher, negotiating specific terms (dates, formats, placements), and agreeing on a fixed volume or time frame. It gives you upfront clarity on where, when, and how your ads will appear.

Pros:

• Greater control over the environment where your brand shows up

• Ideal for high-impact, premium brand campaigns

• A strong fit for sponsorships or trusted editorial environments

Cons:

• Low flexibility once the campaign is live

• Requires advance planning

• Hard to scale or pivot based on performance

What is programmatic media buying?

Programmatic automates the whole process.

It uses platforms like DSPs (Demand Side Platforms) to buy ad space in real time—based on user behavior, audience signals, and context.

It’s like a smart GPS for your media:

It gets you to the right user, at the right time, for the best possible price.

Pros:

• Continuous optimization based on real-time data

• Granular targeting by interest, location, behavior, device, and more

• Scalable reach that adapts dynamically

Cons:

• Requires technical knowledge and data infrastructure

• Can raise concerns about brand safety or visibility in unknown environments

So... which one should you choose?

It depends—on your campaign goals, funnel stage, and context.

It’s not about picking sides. It’s about knowing when to use which tool.

• For mass awareness, institutional branding, or premium placements: direct buying still works.

• For performance, remarketing, tactical activation or rapid testing: programmatic is a smart move.

The key lies in building hybrid strategies—by design, not by default.

According to IAB Latam (2024), over 60% of advertisers in the region already combine both models, aiming for flexibility and efficiency.

How do we handle it at Revfy?

At Revfy, we don’t believe in cookie-cutter approaches.

We design media architectures that combine both models—customized to each brand’s needs, data, and timing. All planned, activated, and measured from a single platform, with clarity and control.

We analyze:

• What the brand actually needs

• What data it has available

• Which media mix makes sense for each funnel stage

• Which attribution logic will help drive better decisions later

Why does this matter right now?

Because the game has changed.

This isn’t about just “buying media” anymore.

It’s about designing ecosystems where every dollar spent has a strategic purpose.

In Latin America—where budgets need to stretch further, audiences are diverse, and pressure for ROI is constant—choosing how you buy media is no small detail.

It’s a structural advantage.

At Revfy, we help you find the right mix.

With data. With strategy. With focus on what truly matters: making impact where it counts.

Ready to rethink how you buy media?

Let’s talk.