5 misconceptions about programmatic media

There is no paid media strategy that allows for better data-driven targeting, more cross-device reach, and greater access to an array of media outlets than programmatic media buying. But there is still a lot of confusion over what programmatic media is — and how prevalent it is becoming. Here are five key misconceptions we’d love to clarify. 

1. Programmatic media buying is NOT limited to “banner ads.” Today, we can buy ads on almost any marketing channel utilizing the sophisticated targeting capabilities of programmatic media — including TV, audio, and out-of-home advertising. In fact, the only marketing channels we can’t buy programmatically yet are the walled gardens of search (Google) and some social media channels (Meta). We anticipate that we’ll even be able to buy ads on AR/VR platforms in the not-so-distant future.

2. Programmatic DOES give you access to most streaming services. Already, Max, Hulu, Netflix, Disney+, Paramount, Amazon Prime, and other major streaming services offer ad supported subscription tiers. This is only going to become more common as these platforms look for more ways to monetize their increased inventory availability.

3. You CAN ensure your programmatic ads show up on certain websites, media outlets, and out-of-home boards. Savvy media specialists leverage a variety of ways to control placements. For example, through “site whitelisting,” we can deploy bidding strategies that win placements on your targeted list of desired websites. Our programmatic buyers can also make direct deals with publishers to guarantee a certain level of impressions on specific sites. We can even negotiate programmatic deals with outdoor providers for individual out-of-home billboards.

4. You CAN ensure brand safety in programmatic media buys. Expert programmatic campaign managers leverage a variety of tools and strategies to ensure quality placements of all your ads. Filters from leaders like DoubleVerify and IAS help us deliver ads only through reputable, verified publishers. Our programmatic buyers also deploy Authorized Digital Sellers (ads.txt) settings for a further layer of inventory verification. Best of all, we review site-based performance metrics daily to drive meaningful real-world actions. That’s why we prefer deeper KPIs like site visits, on-site actions, or conversions over metrics like click-through rate.

5. You do NOT need big budgets to place media programmatically. The targeting in programmatic is so data-driven that it tends to be one of the most efficient digital channels, so even small budgets can have an outsized impact in terms of reaching a brand’s target audience and driving results. A savvy programmatic partner will be able to assess your target audience and marketing goals — and recommend an efficient and effective campaign strategy for almost any budget level. 

We hope this is helpful! Let us know if we can answer any other questions about programmatic media.

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