Programmatic
Automated media buying (programmatic): serving display, video and audio at the right time and place, at scale, while controlling cost and context.
Capture demand, or generate it?
Not all acquisition levers do the same job. Some go and find customers who don’t know you yet, others harvest those already looking for you, others convert and measure. Programmatic is first and foremost a lever to generate demand.
Generate demand
Create interest where it doesn't exist yet: you go and find the customer.
Capture demand
Harvest the intent already searching: the customer looks for you.
What is it, concretely?
Programmatic (programmatic media buying) is the automated purchase of ad space, display, video, audio, across thousands of sites and apps, in real time. For each impression, algorithms decide in a fraction of a second whether it's worth bidding, and how much, to reach the right person at the right time and the right price. It's display advertising, industrialised and targeted.
What it covers
- Defining audiences and targeting
- Choosing formats: display, video, audio
- Optimised real-time buying
- Brand safety: controlling where your ads appear
- Measuring the real impact on your business
It's for you if…
You want visibility and awareness at scale, beyond search alone, while keeping control of cost and context.
I never treat programmatic as an isolated channel. I run it within your go-to-market strategy: we look at how it connects with your message, your targets and your other levers, so it truly serves your growth and not a vanity metric.
We start from your context and priorities, define what will have the most impact, and put in place what's needed. Everything stays consistent with your overall sales strategy, because that's what counts.
Who does what
- Framing. I start from your go-to-market: whether this channel makes sense for you, now, and what exactly you expect from it. Sometimes the answer is that it does not.
- Introduction. I point you to someone from my network whose work I know, with a written brief rather than just an address.
- Execution. The expert delivers. I stay reachable whenever a decision touches your message, your targets or your pricing.
- Check. We look at whether what comes out actually serves your sales, not an isolated metric. If it does not work, I say so.
Programmatic in your GTM strategy.
Tell me where you stand. We look together at how to weave it into your go-to-market, and what it can do for your growth.