Programmatic
Programmatic (DSP)
Audience buying across the open web, CTV and audio.
Official ad managerHow I use it
Programmatic buys audiences rather than placements, across inventory the walled gardens do not own — the open web, connected TV, digital audio and DOOH. It earns its place for reach and frequency management across channels, provided inventory quality, viewability and fraud controls are set before the first impression rather than audited afterwards.
Measurement
Ad-server and DSP reporting reconciled, viewability and IVT verification, brand lift or geo tests for outcomes.
Watch out for
Quality varies wildly — without inventory lists and viewability floors, budget leaks into low-value impressions.
Primary intent
Scaled reach and cross-channel frequency control
Targeting
- First- and third-party audience segments
- Contextual and semantic targeting
- Private marketplace deals and inventory lists
- Geo, dayparting and device
- CTV, audio and DOOH channels
Best for
- Reach campaigns
- Cross-channel frequency management
- CTV and audio
- Brand building
Use cases
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