Clear, owned outputs.
- A programmatic media plan
- Brand safety and suitability settings
- Audience and contextual targeting set-up
- Creative specifications for each format
- Reporting on reach, quality and outcomes
Programmatic advertising buys ad placements automatically across thousands of websites, apps and streaming services. It offers wide reach and detailed targeting, but it also brings risks around wasted impressions and unsuitable placements. We plan programmatic campaigns with clear goals, quality controls and reporting you can trust.
The problems Programmatic Advertising solves.
Display, video, audio and CTV bought through DSPs with brand-safety controls.
Display campaigns produce impressions but no measurable outcomes.
Ads appear on low-quality or unsuitable sites.
Reporting from networks is opaque about where budget went.
Audiences are reached too often, or not often enough.
What Programmatic Advertising covers.
Campaign strategy
Objectives, channels (display, video, audio, CTV) and budgets.
DSP management
Campaign set-up and optimization in demand-side platforms.
Audience targeting
First-party, contextual and third-party audiences where appropriate.
Brand safety
Inclusion and exclusion lists, verification and suitability settings.
Frequency management
Caps and sequencing so people see ads the right number of times.
Transparent reporting
Placement, audience and outcome reporting with quality metrics.
How programmatic buying works.
Programmatic means buying ad space through automated auctions across thousands of sites, apps and streaming services. The control lies in how you set up the buying platform.
- DSP
- The demand-side platform — such as DV360 or The Trade Desk — where audiences, bids, budgets and inventory rules are set.
- Private marketplaces
- Pre-agreed deals with specific publishers for better placements and more transparency than the open exchange.
- Audience data
- First-party lists, contextual targeting and carefully chosen third-party segments.
- Brand safety
- Inclusion and exclusion lists, verification tags and viewability standards so ads don't appear next to unsuitable content.
- Measurement
- Viewable impressions, incremental lift studies and conversion paths rather than last-click alone.
Why it's worth it.
Broad, controlled reach
Reach audiences across many sites and screens from one plan.
Safer placements
Controls reduce the risk of ads appearing next to unsuitable content.
Visibility of spend
Reporting shows where budget went and what it achieved.
When Programmatic Advertising is the right move.
- A brand campaign that needs reach beyond search and social.
- Remarketing across the open web.
- A connected TV test for a consumer brand.
Technologies & platforms
- Google Display & Video 360
- The Trade Desk
- Google Ads Display
- Integral Ad Science
- DoubleVerify
- Google Campaign Manager 360
How Programmatic Advertising work runs.
- 01
Audit or set up
Account structure, tracking, audiences and past performance reviewed or built properly.
- 02
Plan
Objectives, budgets, bidding approach, audiences and creative plan agreed.
- 03
Launch
Campaigns go live with checks on tracking, pacing and policy compliance.
- 04
Optimize
Bids, budgets, queries, audiences and creative adjusted on a regular rhythm.
- 05
Report and scale
Results reviewed against targets; winning campaigns get more budget.
Programmatic Advertising questions.
What budget is needed for programmatic?
Some platforms have minimum spends. For smaller budgets, display through Google Ads or social platforms may be a better place to start; we'll advise.
How do you avoid ad fraud and poor placements?
With verification tools, curated inventory, exclusion lists and regular placement reviews, and by judging campaigns on outcomes rather than raw impressions.
Is programmatic good for direct response?
It can support it, mainly through remarketing and audience targeting. For most businesses, search and social carry direct response while programmatic adds reach.
Talk to us about programmatic advertising.
Send us your current programmatic advertising plan, or the problem you want it to fix. We'll reply with what we would do first and why.