Everything you need to know about Programmatic

What is Programmatic Display Advertising?

Programmatic advertising uses automated media buying to serve ads to the right user at the right time, and at the right price. When anyone clicks on a web page that hosts programmatic ad space, the ad marketplace runs an auction among advertisers interested in displaying an ad to that specific customer. The advertiser willing to bid the most wins the auction and then their ad is displayed to the customer when the page loads. The cost is typically determined on a CPM (Cost per 1,000 impressions) basis.

Because the process is automated and the maximum price each advertiser is willing to bid for the impression has already been selected, the auction can be completed within the milliseconds it takes for the page to load.

Display-based advertising makes up the majority of ads you see online. They’re found most often in the headers, footers, and sidebars of the websites you visit. They can also appear instream as Native ads, with this being one of the differentiators from other platforms.

Programmatic display offers much more granular targeting and audience options than other networks, such as Google Display, along with the ability to target specific whitelisted sites. The breadth of ad placements accessible considerably outweighs Google’s network too, allowing us to reach new and existing consumers at different touchpoints.

Why is it important?

Many of our clients are looking to diversify their paid media platform coverage, to reduce their reliance on any one in particular. Specifically, due to the changes in performance seen from Meta Ads since iOS14 and the reduction in the quality of the interest-based audiences available on the platform. Programmatic provides a much broader range of targeting options, which is often of particular value to advertisers operating in niche markets or selling a specialist product.

Programmatic display advertising has seen considerable growth globally in recent years, as technology continues to evolve, but it remains an underutilised part of advertisers’ strategies. Now is a great time to diversify your paid media advertising reach.


We are able to create our own highly tailored audiences, to target consumers based on the content they have consumed recently and shown purchase intent for. 

These are determined based on a keyword list we see as being related to our clients and their products. Consumers that have engaged with content related to these keywords, will then be targeted by our ads.

Page Context AI analyzes content context at the impression level and serves ads based on the content a consumer is reading at that exact moment. Again this uses targeting based on keywords relevant to the client.

As an alternative to segmenting consumers for targeting within a recency window, Page Context AI ads will appear on content pieces while consumers are engaged with them. This allows users to reach consumers based on the type of content they are actively engaged with, rather than based on historic interests.

Dynamic retargeting allows you to retarget people who have added expressed an interest in a specific product on your site but did not complete​ a purchase, with an ad that automatically features the product that the user last visited. Display is a proven lower funnel driver, and the inclusion of dynamic creative elements will increase relevancy and the likelihood of re-engaging users. This will allow for a final conversion push after the individual has been through the messaging journey and visited the site. 

Where will my ads show?

You are able to control the sites your ads show, through the implementation of whitelists, to allow you to target a determined list of domains. On the counter, you are able to prevent your ads from appearing on specific domains you feel don’t align with your brand or the purpose of a campaign. This allows for highly granular audience targeting, as these lists can be overlapped with the other interest-based targeting methods above. The granularity makes Programmatic Display a perfect solution for companies operating in niche markets or where brand safety around ad placements is a concern.

If you want to know more about programatic, or want support in launching this for your brand, send us a message to hey@303.london.

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