A Field Guide To Programmatic Vendors

Gary Gamarra

So, think you understand programmatic advertising? At this point, you probably know that programmatic buying basically just means using software to purchase digital advertising in real time auctions. Agency Trade Desks work with Demand-Side Platforms (DSP), which are systems that allow inventory buyers to manage multiple campaigns in one interface.

In layman’s terms, this means that the monotonous parts of the ad sales process are delegated to computers. How does this benefit you? All that saved time can be used to strategize new goals and ensure that you are receiving the best Return on Investment (ROI). Let’s take a look at some advertising channels, how these services can help you meet your marketing goals and the vendors that work best for these channels.


Native advertising is form of media that’s built into the actual visual design of where the content is being viewed. It is available for purchase on virtually any website and is a great way to connect with people whose interests are similar to the products that you are selling. Additionally, native advertising is an excellent way to help tackle the issue of “Banner Blindness” – the idea that consumers, be it consciously or unconsciously, will ignore content that looks like standard advertisements.

One company that is offering a unique service with their platform is Triple Lift. This company specializes in image-delivery technology, specifically, their Computer Vision tool, which reads images to format them perfectly on all devices. This means that no matter where you view the ad (desktop, tablet or mobile), it will be optimized to look the same. This is a great way to build a cohesive image of your brand across all platforms and leave a lasting impression in the minds of consumers. You can get more details about all the services that Triple Lift offers by clicking here.


How many times per day do you check your phone? According to a 2013 survey by Tecmark in the United Kingdom, the average smartphone user checks their phone approximately 1,500 times per week, which is about 221 times per day! Given the immense reach, it is important that companies take full advantage of the opportunities that are available on mobile platforms.

A mobile vendor that is changing the landscape is programmatic advertising is Flurry. Part of the Yahoo family, Flurry analyzes the data of 1.4 billion devices; across 540,000 apps. This data is then used to build Flurry Personas, which are essentially customer profiles that can be used to target advertisements to the consumers who are most likely to connect with your product or service. Flurry Personas are updated every 2 weeks to ensure that the data is always up to date and users can be multiple personas at once based on their usage. You can learn more about Flurry here.  


When a company is looking to build brand awareness, video advertising is one of the most effective ways to complete this endeavour. YouTube alone has over 1 billion viewers and each day, millions of hours of video are streamed across the globe. When executed correctly, videos can connect with a viewer and tell a story. Those stories are typically ones that people want to share and, in doing so, act as brand ambassadors for your company.

Effectively purchasing ad space is crucial. Ensuring that your ads are seen by the right audience are equally as important. TubeMogul can assist with your programmatic video advertising needs. One way that TubeMogul sets themselves apart is through their ability to find audiences for videos. They recently appointed John Trenkle, who has worked for the CIA and NASA, as a Chief Scientist.  Trenkle helped to to develop targeting algorithms, to help find the perfect customers for their clients. This helps ensure that companies spend less on advertising, but get the same results, because they are only focusing on viewers who will convert after connecting with their videos. You can learn more about TubeMogul here.

Think programmatic advertising might work for you? Contact us today for more details.

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Gary Gamarra

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