Programmatic advertising that buys attention, not just impressions
Programmatic buying puts display, video, connected TV and audio ads in front of a defined audience across the open web, not inside one walled garden. A vetted media buyer sets up the DSP and the tracking, and a senior project manager ties it all to a goal.
Free, no obligation. A senior project manager walks you through the analysis.
What you get
A programmatic specialist who knows your category, a media plan with a clear goal, and a monthly report on reach, viewability and conversions.
What the specialist does
What your programmatic advertising specialist does for you
A DSP is easy to switch on and just as easy to waste money in. Your specialist settles the goal and the measurement first, then builds audiences and creative, and checks every week where the impressions actually land.
At the start
Goal, audiences and measurement
Before buying a single impression, the specialist defines what the campaign needs to move, which audiences and data sources to use, and how reach and conversions get measured.
Every week
Campaigns in the DSP
They run the display, video, CTV and audio line items, check viewability and brand safety lists, tune frequency caps and shift budget to the placements that pull their weight.
Every month
Reach and conversion report
You get reach, frequency, viewable impressions and post-exposure conversions, along with a recommendation on how to split next month's budget across channels and platforms.
Scope of work
When programmatic advertising makes sense and what sets the scope
Programmatic makes sense when search and social have plateaued and you need to reach people who aren't looking for you yet, when you're launching in a new region, or when you want connected TV without a broadcast budget. It's also useful for retargeting on sites Google Display can't reach, and for B2B companies that need to show up on industry sites in front of a specific list of accounts.
Scope comes down to the goal, the formats you want (display, video, CTV, audio or digital out of home), the audience data you already have and how much you plan to spend, since some DSPs set minimums that only work at scale. A regional home services brand needs a very different plan from a SaaS company chasing named accounts, so the analysis settles the platform and formats before any setup starts.
Metrics this work is built to improve
- Cost per thousand viewable impressions
- Reach within the target audience
- Conversions after ad exposure
Typical scope
- Media strategy and channel plan
- DSP setup, pixels and conversion tracking
- Audience segments and first-party data
- Display, video, CTV and audio campaigns
- Brand safety, viewability and frequency caps
- Monthly report and budget recommendations
You agree on the scope with your senior project manager before work begins, and the same person oversees it from start to finish.
How we match
You don't pick the marketer. A senior project manager with 15+ years of experience does.
What to know
What to know about programmatic before you order it
Programmatic means buying ad space automatically through a demand-side platform (DSP), one impression at a time, based on data about who's looking at the page or screen. For a US company, that puts display, online video, connected TV, streaming audio and digital billboards in one place with one set of audiences. Google Display is the simpler cousin, limited to Google's own inventory. A DSP opens up the rest of the web and the streaming apps, in exchange for more setup and more decisions.
Where money usually leaks: cheap impressions nobody sees, no brand safety lists (so your ad runs next to content you'd never sponsor), no frequency cap (so one person sees the same ad dozens of times), and a reach campaign judged on last-click conversions it was never built to drive. Taking a platform's own reporting at face value, without checking viewability and traffic quality independently, is another.
Everything runs off a media plan your project manager signs off on: the goal, formats, audiences, budget split and the metrics that count. The specialist sets up the DSP, the pixels and the creative sizes, launches one phase at a time and reads the data weekly. You approve creative and site lists before anything goes live. The monthly report covers reach, viewability, cost per thousand impressions and conversions, and proposes next month's plan.
How we work
How programmatic work starts and runs each month
Step 1
Free analysis
Tell us about your product, your customers and what you've run so far. Within 24 hours you'll get a PDF on whether programmatic fits, which formats make sense and what tracking you need first.
Step 2
Call and scope
A senior project manager goes through the analysis with you, asks about goals, audiences and the data you have, and writes up a scope: formats, platforms and the metrics that decide success.
Step 3
Matching
Your project manager brings in a programmatic specialist who has worked with your formats and your category. You meet them before any media is booked and decide whether to proceed.
Step 4
Work and reporting
Campaigns roll out phase by phase against the media plan you approved. Each month you see reach, viewability, frequency and conversions, plus a recommendation on where the next budget goes.
FAQ
Questions before you start
Don't see your question? Request the analysis, and the project manager will answer it on the first call.
01How is programmatic different from Google Display or Meta ads?
Google Display and Meta sell their own inventory inside their own platforms. A DSP buys across the open web, streaming TV apps, audio services and digital billboards, using your data or third-party segments, so you can reach one person on several screens and cap frequency across all of them. It takes more setup and more spend to pay off, which is why the analysis checks fit first.
02Is connected TV advertising realistic for a mid-sized company?
Yes. CTV is bought by the impression like any other programmatic format, so you can run streaming TV ads in a few metro areas without a national broadcast budget. The specialist plans the audience, the spot length and the frequency cap, and the report shows household reach and what people did on your site after seeing the ad.
03How do you keep our ads away from content that could damage the brand?
With inclusion lists of approved sites and apps, exclusion lists, category blocking inside the DSP and, when the spend justifies it, an independent verification vendor. All of it is in place before launch, and the specialist checks placement reports weekly so a new low-quality site can't quietly soak up your budget.
04What data do we need to have for programmatic to work?
Less than you'd think. A pixel on your site for retargeting and conversion tracking, plus customer lists or CRM segments that can be matched to audiences if you have them. With no data yet, the specialist starts with contextual targeting and third-party segments, then builds your own audiences from the traffic the campaign brings in.
05How do you measure a campaign that is meant to build awareness rather than clicks?
By reach and frequency inside the target audience, viewable impressions, brand lift when there's enough scale for a study, and the change in searches, direct visits and conversions among people who saw the ads versus people who didn't. Your project manager agrees on these metrics with you during scoping, so there's no debate about them after launch.
Check if programmatic fits
Find out whether programmatic advertising fits your goals
Tell us about your product and customers. Within 24 hours you'll have a free marketing analysis in PDF: whether programmatic makes sense, which formats and platforms fit, and what to measure. Then a senior project manager matches the specialist.
- Analysis within 24 h
- No obligation
- PDF covering 5 competitors
- Team picked by your PM