What is Programmatic Advertising?

Programmatic Advertising seamlessly aligns with and responds to consumer behaviors across display, instream video, audio, and other ad formats. It also:

• Gives you access to advertising space on thousands of publishers’ websites, going beyond what you can accomplish by relying solely on Social or Search ads.
• Uses real-time bidding (RTB), allowing advertisers to purchase inventory and place digital ads via ad exchange platforms. It’s automated, eliminating the need for an insertion order or a request for proposal (RFP).
• Enables advertisers to target and expand audiences based on first- and third-party data as well as signals like interests and shopping behaviors.
• Provides brand safety controls to ensure greater oversight over the environments where advertiser content appears.

A successful Programmatic strategy leverages one or more of these ad types:

• Display: Uses rich media and either a static or HTML5 format to serve ads in a wide range of sizes.
• Native: Fits seamlessly into a publisher’s content and links to your off-site landing page.
• Audio: Allows you to reach highly targeted audiences before or during podcasts and streaming content.
• Video: Includes instream and outstream video so you can take advantage of pre-roll, mid-roll, and post-roll placements and serve ads in editorial content.
• Mobile: Lets you connect with smartphone and tablet users through browsers or in mobile apps.
• Connected TV: Delivers ads before, during, and after premium content streaming via over-the-top device or smart TV apps.

Who should run Programmatic Ads?

Do you want to reach more of your target audience, reengage with customers who have abandoned their shopping carts, get real-time campaign performance data, and access ad placements outside of the Google or Facebook Ads network? Programmatic Marketing is right for you.

Brands seeking to scale their digital advertising strategy and get real-time results can benefit from Programmatic Advertising. This approach is also ideal if you want to access paid inventory beyond Facebook and Google Ads.

How can an agency help?

Programmatic Advertising may rely on automation and algorithms, but it also requires real-world insight. Operam will work with you to design multi-channel campaigns, increase your reach, and tap into valuable third-party data segments.

We can also select the right partners to maximize ROAS. At Operam, we select demand-side platform (DSP) partners based on your brand’s needs. We work with a range of partners, including: TheTradeDesk, Teads, Xandr, Amazon DSP

Programmatic data providers offer valuable tools like audience insights, user analytics, and local targeting. To ensure that campaigns reach the optimal audience, we rely on some of the top Programmatic data providers, including: Acxiom, Experian, IRI, Lotame, Oracle, Samba TV

Why Operam?

Here’s what sets Operam apart—and why you’ll appreciate working with us:

• Proven Performance: Our team of media and data professionals have robust experience with Programmatic platforms. Our accolades include:
  • Adexchanger Award: Best Use Of Technology By An Agency finalist
  • Think LA IDea Awards: Best Entertainment campaign finalist
• Total Transparency: We’re upfront about all costs. You’ll see data fees explicitly listed in the media plan, and we don’t pad our margins. That means you don’t have to worry about some of the unsavory arbitrage practices that the 2016 K2 Intelligence report revealed—such as applying undisclosed media markups of up to 90% or adding ad server markups of up to 250%.
• Brand Safety: For optimal results, Programmatic campaigns should always pair with content that’s relevant to your brand and appropriate for your target audience. Operam has exclusion lists to guarantee your Programmatic content appears in the right places at the right times.
• Data Security: As consumers increasingly opt out of sharing personal information with advertisers, ensuring data security and privacy becomes even more critical. Operam uses privacy-compliant data for increased Programmatic success.
• Proudly Partner Agnostic: We prioritize the Programmatic platform that’s best for your brand rather than the one we prefer.

When it comes to Programmatic Advertising, Operam can serve as your agency or your partner:

• Agency: Our experienced team can manage the entire process, from media planning to Programmatic measurement.
• In-housing Partner: Alternatively, we can use our expertise to help you develop in-house capabilities. Curious what that could mean for your team? One of our in-house partners saw a 25% cost savings after working with Operam.

Our people are curious, transparent, committed - and eager to work with you! Getting advice from our experts is easy. You can get their latest thoughts on digital growth solutions by checking out our resources page. You can also get in touch through our contact page or give us a call at 855.551.3282.