Programmatic Advertising
Programmatic reach, with quality and control.
We plan and manage programmatic campaigns through demand-side platforms such as Google Display & Video 360, focusing on relevant audiences, quality inventory, sensible frequency and measurement you can trust.
Programmatic Advertising
Automation works best with clear human judgement.
Programmatic advertising uses software to buy digital ad inventory across many publishers in real time. It can reach specific audiences at scale, but it also introduces risks: low-quality placements, excessive frequency and reporting that looks better than reality.
Our approach puts guardrails first. We define audience strategy, inventory quality standards, brand-safety settings, frequency limits and measurement before campaigns go live, then review placements and performance regularly to keep spend where it belongs.
We plan programmatic media in context with your other channels. Display, video and connected TV are typically strongest at building awareness and consideration, so we judge them with measures suited to that role rather than holding them to the same standard as search.
Business applications
Where programmatic advertising makes a difference.
Audience-led display, video and connected TV campaigns bought through demand-side platforms with transparency and control.
Reaching defined audiences at scale
Use first-party, contextual and platform audience signals to reach relevant people across quality publishers.
Video and connected TV
Extend brand campaigns into online video and connected TV environments with planned reach and frequency.
Brand-safe awareness
Run awareness activity with inclusion lists, exclusions and verification settings that protect your brand.
Full-funnel campaign support
Complement search and social with upper-funnel media that builds familiarity before people actively search.
Detailed capabilities
What the work includes.
Every engagement is scoped to your needs. These are the capabilities we most often bring to programmatic advertising work.
DSP campaign management
Campaign setup, line-item structure, bidding and pacing in demand-side platforms such as Google Display & Video 360.
Audience strategy
Combining consented first-party data, contextual targeting and platform audiences in ways that respect privacy requirements.
Inventory and deal planning
Open exchange, private marketplace and programmatic guaranteed options evaluated against quality, scale and cost.
Brand safety and suitability
Sensitive-category exclusions, inclusion and exclusion lists and third-party verification integrations where required.
Creative specifications and trafficking
Guidance on display, video and CTV specifications, plus ad trafficking and Floodlight or Campaign Manager 360 tracking setup.
Reach, frequency and lift measurement
Reporting on reach, frequency, viewability and, where available, lift studies to understand real impact.
Process & methodology
How we approach it.
A clear sequence, adapted to your situation. Every stage ends with something you can review.
Define the role
Agree what programmatic should achieve — awareness, consideration or action — and how it will be measured.
Set guardrails
Audience, inventory, brand-safety and frequency rules are agreed before any media is bought.
Activate
Campaigns are built, trafficked and quality-checked, with tracking verified end to end.
Review placements
Regular placement and performance reviews keep budget on quality inventory.
Report impact
Insight on reach, engagement and downstream effects, with recommendations for the next flight.
Scale only matters if the right people see your message in the right places.
FAQ
Questions about programmatic advertising.
Have another question? Contact our team or browse the full FAQ.
What is the difference between programmatic advertising and Google Ads display campaigns?
Google Ads display campaigns buy inventory mainly through Google’s own network with largely automated controls. Demand-side platforms such as Display & Video 360 provide access to a broader range of exchanges and deals, along with more granular control over inventory, frequency and audiences.
Do you use Google Display & Video 360?
Display & Video 360 is one of the platforms we plan and manage programmatic campaigns in. Platform access and features depend on account arrangements, and we confirm the right setup for each client during planning.
How do you protect our brand in programmatic campaigns?
We use sensitive-category exclusions, inclusion or exclusion lists, content suitability settings and third-party verification where appropriate, and we review placement reports regularly.
Can programmatic advertising be used in regulated industries?
It can, but regulated categories such as financial services, insurance and gambling are subject to platform policies and, in some cases, certification and legal requirements. We assess these requirements before planning and do not assume approval.
Related services
Let’s talk about programmatic advertising.
Share a little about your goals and current situation. We will come back with questions, an initial perspective and suggested next steps.