MEDIA360 PERSPECTIVES
What is programmatic marketing?
Programmatic marketing is the automated buying of digital advertising—display, video, Connected TV, streaming audio and native formats—using audience data and agreed rules rather than separate negotiations for every placement. The automation handles the transaction; the strategy still belongs to people.
When does programmatic make sense?
It suits brands that need reach across many sites and apps, consistent frequency management, or formats beyond search and social. It is less useful when the audience is very narrow, the creative is not ready, or there is no agreement on what a useful outcome looks like.
What controls should you ask for?
Before launch, agree brand-safety settings, frequency caps, placement standards and measurement expectations. Ask where ads can appear, how often one person should see them, and how viewability and placement quality will be reported.
How do you know it is working?
Distinguish delivery metrics—impressions, reach, viewability—from business outcomes such as enquiries or sales. A transparent partner reports both and explains the difference. Our REACH framework structures this discipline across five stages, from audience definition to harvested learning.