Programmatic
Programmatic advertising
Programmatic advertising is the automated buying of ad placements, where each impression is evaluated and bought on data the moment it becomes available. PR360 plans, sets up and optimises programmatic campaigns across display, video, CTV and digital out-of-home – with full visibility into where the budget is spent.
How programmatic buying works
When someone opens a page or app with an ad slot, the publisher sends a request through a supply-side platform (SSP). Advertisers bid through a demand-side platform (DSP), which decides within milliseconds whether the impression matches the campaign's audience, context and budget. The winning ad is served, and data from the impression feeds into further optimisation.
PR360 works in platforms such as Google Display & Video 360 (DV360). It brings display, video, CTV and DOOH buying into a single setup, so frequency, budget allocation and reporting are managed across channels instead of in separate silos.
Three ways to buy
Open auction
Real-time auctions across a large pool of publishers. Delivers scale, but requires careful control of quality and placements.
Private marketplace (PMP)
Invitation-only auctions with selected publishers on agreed terms. Used when quality and context matter more than the lowest price.
Programmatic guaranteed
Agreed volume and price with a specific publisher, delivered and measured through the DSP. Adds predictability to larger campaigns.
Programmatic or direct buying from the publisher?
The two are not mutually exclusive. Many media plans combine them because they solve different problems.
| Aspect | Programmatic | Direct with the publisher |
|---|---|---|
| Pricing | Auction or agreed CPM via the DSP | Rate card or individual negotiation |
| Targeting | Audience, context, geography and frequency across publishers | Mainly the publisher's own sections and audiences |
| Frequency control | Unified across publishers in one platform | Separately with each publisher |
| Special formats | Standard formats and selected high-impact units | Often access to sponsorships and formats not sold programmatically |
| Flexibility | Can be adjusted throughout the campaign | Usually fixed at the time of booking |
Choosing the right format
When does programmatic make sense?
Programmatic is a powerful tool, but not always the right one. These are the situations we see most often.
You need to reach a specific audience across many media
Programmatic is a good fit, because targeting and frequency are managed together in one platform.
You want to own a specific placement or sponsorship on one publisher
Buying direct from the publisher is often the better choice.
The budget is small or the flight is very short
Use fewer channels. Too little volume leaves the platform with too little data to optimise on.
You want to add screens in public spaces to your online activity
Programmatic DOOH can be bought in the same platform as display and video.
Read about DOOH advertising
What advertisers gain
One frequency cap
When display, video and CTV are bought in the same platform, you can limit how often the same person sees the campaign – instead of each channel counting on its own.
Budget follows the data
Placements, formats and audiences that underperform can be deprioritised as the campaign runs instead of being locked into a fixed plan.
Insight into the buy
You can see which domains, apps and screens the ads ran on, and what the media actually cost.
Flexible launch
Campaigns can be set up, paused and adjusted without the long lead times that often come with direct buys.
Channels and formats
Programmatic is a way of buying – not a channel in itself. The same principles apply across these formats:
Display
Standard banners, rich media and high-impact formats on desktop and mobile.
Display advertisingOnline video
In-stream and out-stream video on publisher sites, measured on completion rate and viewability.
CTV
Ads in streaming services and apps on smart TVs, where inventory is open to programmatic buying.
CTV advertisingProgrammatic DOOH
Impressions on digital outdoor and indoor screens, controlled by location and time of day.
DOOH advertisingDigital audio
Audio ads in streaming and podcasts, where inventory is sold programmatically.
Podcast advertisingTargeting
The options depend on channel, publisher and consent. We choose targeting based on the campaign objective – not on what is technically possible.
Audiences
First-party data from your own customers, platform segments and third-party data where lawful and relevant. Segment quality varies, and we assess it critically.
Context
Ads appear alongside content on a specific topic. Independent of cookies and often a strong choice for brand campaigns.
Geography
From national coverage down to postcodes or a radius around a physical location, such as a store or dealership.
Time and device
Delivery can be limited to specific dayparts, weekdays, device types and operating systems.
Frequency
A cap on how many times the same user sees the ad within a period – to avoid waste and irritation.
Brand suitability
Exclusion lists, category filters and verification that keep ads away from content that does not fit your brand.
Planning and optimisation
- 01
Objectives and KPIs
We define what the campaign should move – awareness, traffic, leads or sales – and choose KPIs that can actually be measured in the chosen setup.
- 02
Plan and setup
Channels, formats, audiences, budget per line item, frequency caps and brand suitability rules are agreed before launch.
- 03
Ongoing optimisation
We adjust bids, placements, audiences and creatives based on delivery data. Changes are documented so you can see what was done and why.
- 04
Evaluation
After the campaign we review results against the agreed KPIs and capture learnings for the next activity.
Measurement and reporting
Reporting is built around the KPIs agreed during planning and is shared throughout the campaign.
Delivery
Impressions, unique reach and average frequency.
Viewability
Measured to the industry standard: at least 50% of the ad in view for one second for display and two seconds for video.
Engagement
Click-through rate and – for video – the share of viewers who watch to the end.
Outcomes
Visits, leads and conversions via tracking that respects user consent.
Keep in mind: Programmatic data is detailed, but not flawless. Cookie consent, ad blockers and different measurement methods mean that figures from the DSP, ad server and web analytics rarely match exactly. We explain the discrepancies rather than hide them.
FAQ
Frequently asked questions
Get advice on programmatic advertising
Tell us about your objectives and audience, and we will assess whether programmatic is the right fit – and which channels should be part of it.