Programmatic advertising continues to dominate the digital marketing landscape. In 2019, programmatic advertising was worth $106 billion and now, this year alone businesses spent more than US$650 billion on programmatic placements. Marketers should consider seriously programmatic advertising as part of their overall marketing and media program. However, it is a fast changing and complex channel to master. You’ll want an experienced partner to help plan and execute. Choosing the right programmatic advertising agency partner leads to huge improvements in results, greater control over your spending and many other advantages.
What are Programmatic ads?
Programmatic advertising is a method of media-buying that employs advanced automation, backed by insights and algorithms, to serve the right ads, to the right users, at the right times. In reality, you're likely already familiar with many forms of programmatic advertising, particularly those falling into the "real-time bidding" (RTB) category.
The reason why programmatic ad buying is so revolutionary is that it takes out the manual work that's ingrained into the traditional media buying process. With programmatic advertising, there are no requests for proposals (RFRs), no human negotiations, and no manual need for manual input from any party. Therefore, programmatic ads are simply more efficient and campaigns are far quicker to execute. Meanwhile, programmatic advertising puts more control into the hands of advertisers when it comes to placement.
What is DSP Programmatic Advertising?
DSP stands for Demand-Side Platform. It is a type of software used by advertisers and agencies to automate the purchase of digital ad inventory across multiple channels, such as display, video, mobile, audio, and connected TV (CTV). It enables real-time bidding (RTB), audience targeting, budget management, and performance tracking, all from a single platform. Every programmatic ad-buying platform makes significant promises for advertisers, claiming they are the “only real choice” for X, Y or Z reasons. In truth, all platforms offer their own respective strengths and weaknesses. Choosing the right platform depends upon your marketing goals. Be wary, though, of any programmatic agency partner offering “platform exclusive” packages in cumbersome bundles. Having the option to use one DSP can prove advantageous for some brands, but most will want a mix of platforms to spread their reach and capabilities across the funnel.
Types of programmatic advertising and how each works
Real-Time Bidding (RTB)
Real-Time Bidding (RTB) is the most common form of programmatic ad buying. It operates in an open marketplace where advertisers bid for individual impressions in real time. This auction-based model is also known as open exchange, open auction, or open marketplace because ad space is accessible to any qualified buyer through an ad exchange.
How it works:
When a user loads a webpage, available ad inventory is passed to a Supply-Side Platform (SSP). Advertisers submit bids through the Demand-Side Platform (DSPs), and the highest bidder wins the impression. The ad is served instantly, within milliseconds, ensuring speed, scale, and optimization.
Pros:
- Efficient pricing and scalable reach
- Higher fill rates for publishers due to automated demand
- Real-time data fueling smarter campaign decisions
Cons:
- Limited transparency for advertisers on where ads appear
- Publishers have little control over which brands place bids
Private Marketplace (PMP)
Private Marketplaces (PMP) function similarly to RTB, but access is restricted to invited advertisers. These invite-only auctions allow publishers to offer premium inventory in a more controlled environment, sometimes referred to as private auction or private exchange.
How it works:
When a user visits a site, the SSP triggers a real-time auction among a select list of advertisers. These participants use a unique deal ID to place bids above a publisher-defined floor price. The highest bid wins, and the ad is served to the user.
Pros:
- Better transparency between publishers and advertisers
- Higher ad relevancy and premium placements
- Publishers can vet participating brands
Cons:
- Competitive for publishers to be included in premium PMP environments
Preferred Deals
Preferred Deals allows the advertisers to access premium inventory at a fixed CPM before it enters the open market. These deals offer “first-look” privileges without any commitment to buy.
How it works:
An advertiser and publisher agree on a fixed price for priority access to certain ad placements. When a user loads a webpage, the DSP is offered the inventory first. If the advertiser declines, the impression is pushed to the open auction.
Pros:
- Early access to high-performing inventory
- Trusted partnerships between advertisers and publishers
Cons:
- Inventory is not guaranteed unless the advertiser chooses to purchase
- Typically reserved for advertisers with larger budgets and reach
Programmatic Guaranteed
Programmatic Guaranteed combines the automation of programmatic with the predictability of direct buys. Deals are negotiated between advertisers and publishers in advance, including fixed pricing and guaranteed impressions.
How it works:
A publisher reserves premium inventory for a specific advertiser at a fixed CPM and set volume. Ads are served directly based on the agreed timeline and specs. Although the transaction is automated, it involves one-to-one negotiation and strategic planning.
Pros:
- Guaranteed inventory and pricing
- Access to premium placements and top-tier audiences
- Strong relationships with reputable advertisers
Cons:
- Entry is difficult for smaller publishers or bloggers without significant traffic or niche authority
How to choose a programmatic ad agency that truly delivers
Now that you understand what programmatic advertising is and the types of deals available, the next step is execution.
That starts with choosing the right programmatic advertising agency.
Programmatic can be highly technical. Between platform selection, audience targeting, bidding strategies, and creative optimization, it takes specialized knowledge and real-time decision-making to get results. A trusted agency partner brings the expertise and tools to guide your strategy and improve your return on investment.
Choose a programmatic advertising agency aware of dynamic customer pathways across channels
The most important reason for working with a platform-agnostic programmatic partner is flexibility. Your agency should select the best tools based on campaign objectives, funnel stage, and available audience data. Every brand has a unique value proposition and customer journey, so understanding how your audience moves through that funnel should guide activation strategy.
By identifying signals that move a user from awareness to consideration or from interest to conversion, your agency can align the right platform and creative at each moment. For example, Google’s Display & Video 360 can be used to reach high-intent custom audiences with broad awareness messaging, while Meta’s platform can deliver retargeting to users who have engaged with your website or product page. For conversion-focused campaigns, walled gardens like Amazon Ads or retail media networks may be more effective, depending on your vertical.
Ultimately, choosing the right programmatic tools to deliver the right message to the right person at the right time is what drives efficient, full-funnel performance.
Evaluate their audience targeting strategy
Targeting is at the core of programmatic success. A strong agency uses first-party data, third-party data, and behavioral signals to build detailed audience segments. Ask how they handle frequency caps, reduce audience overlap, and align targeting with different stages of the customer journey. Their approach should be proactive and flexible.
Find flexible pricing and packages to meet your programmatic ads service needs
Speaking of packages, any partner you choose should never force you into a “one-size-fits-all” service. Having standard service packages is good for benchmarking or getting started with new clients. However, each organization ultimately needs a custom set of services to match their unique brand positioning, audience and goals. Their digital marketing services pricing will reflect this. Packages should include a mix of strategic consulting and marketing-as-a-service to meet your needs.
Through this combination of expertise and direct service, you can have the optimal control over your campaign outcomes.
Make Sure Creative Optimization Is Included
Even with accurate targeting, poor creatives can reduce performance. Your agency should support dynamic creative optimization and offer clear testing strategies. They should help tailor visuals and messaging to each audience segment and campaign objective. High-performing ads combine strategy, design, and data.
Prioritize strong communication
Your agency should act as an extension of your team. Look for a partner that communicates clearly, responds quickly, and explains strategies without overcomplicating them. Regular check-ins, performance reviews, and actionable insights should be part of your relationship from day one.
Ask for proof of results
A credible agency will have examples of past success. Ask for case studies, performance benchmarks, and metrics from campaigns similar to yours. Look for specific outcomes such as improvements in return on ad spend, lead generation, or customer acquisition cost. Their experience should match your needs and industry.
Find the perfect programmatic advertising partner today
Programmatic can be incredibly effective, but only if your have the right partner. One of the clearest examples of this came from Procter & Gamble, the world’s largest advertiser. P&G cut $140 million from its digital ad spend in a single year, and saw no drop in marketing performance. Why? They discovered much of their budget had been tied up in ineffective campaigns running in low-quality placements. The issue wasn’t their product or messaging, but a lack of transparency in the programmatic supply chain. They couldn’t tell exactly where ads were running or how money was being spent.
To correct this, P&G shifted its strategy toward media buys that were transparent, measurable, and highly targeted. Their focus moved to placements that reached conversion-ready audiences and delivered clear results per dollar spent. This decision didn’t just improve efficiency. It became a signal to the industry that mass, unaccountable buying was out, and performance-driven targeting was the future.
Your agency should bring that same mindset to your campaigns.
Symphonic Digital has experience working with huge brand names and emerging disruptors alike. We craft custom programmatic campaign plans tied to meaningful KPIs, aimed at inciting the most consumer action possible at the most efficient spend. And since we follow display advertising best practices, we can help your campaigns generate the best ROI. Let us optimize your performance to grow your audience, increase conversions and lift sales like you never thought possible.
Contact us now to get started today!
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