Display, video and programmatic
Reach the right audience without funding the wrong inventory
Display & programmatic
Reach the right audience without paying for the wrong inventory.
- Inventory and exclusion strategy
- Verification setup and reporting
- Creative specifications
- Frequency and suppression rules
- Brand lift measurement where applicable
What usually goes wrong
Open-exchange display without curation is a tax on inattentive advertisers. Impressions get served, dashboards look busy, and a large slice of the budget lands on inventory built to arbitrage advertising money. Fixing that is unglamorous list work, and it is where the return is.
Who this is for — and who it is not
We would rather tell you now than three months into an engagement.
A good fit if
- Brands with a defined audience worth reaching before they search
- Advertisers who can commit enough budget for curation to be worthwhile
- Businesses running retargeting who want it done without following people around the internet
Probably not right if
- Small budgets better spent capturing existing demand
- Anyone judging display on last-click conversions
What this work is meant to produce
Commercial outcomes, stated without a ranking guarantee — because nobody can honestly offer one.
Cleaner inventory
Aggressive exclusion of made-for-advertising sites and low-quality placements.
Verified viewability
Third-party measurement rather than the platform marking its own homework.
Retargeting with restraint
Frequency caps and suppression that respect the person on the other end.
Measured brand effect
Lift studies where the budget justifies them.
What is included
- 01
Inventory curation and exclusion lists
Ongoing, not a one-off setup task.
- 02
Audience and contextual strategy
Increasingly contextual as third-party signals decay.
- 03
Creative production briefs
Formats and messaging suited to low-attention placements.
- 04
Verification and fraud controls
Third-party viewability and invalid-traffic monitoring.
- 05
Frequency and suppression governance
Caps that stop the same person seeing the same ad forty times.
How we run it
Define the job
Awareness, consideration or retargeting — each needs different inventory.
Build the exclusion list first
What you block matters more than what you target.
Verify independently
Third-party viewability from day one.
Cap frequency deliberately
Set from evidence, not left at platform defaults.
Measure lift, not clicks
A display click is usually an accident.
Display & programmatic questions
Does display advertising still work?
Curated, capped and measured on lift, yes. Bought on the open exchange without exclusions and judged on clicks, mostly no. The difference is almost entirely operational discipline.
Can you guarantee results?
No, and you should be wary of anyone who does. Auction platforms and search engines are third-party systems nobody controls. What we commit to is a documented plan, a baseline set before work starts, honest measurement, and a quarterly review where we look squarely at whether it is working.
Services that pair with this
- PPCSmarter campaign management that lowers costs and lifts revenue.
- Google AdsSearch, Shopping, Performance Max and YouTube, managed against contribution.
- Paid socialCreative-led social campaigns measured against pipeline, not impressions.
- TikTok AdsNative, creator-led advertising that works with the platform rather than against it.
Talk to a display & programmatic specialist
A thirty-minute call with the people who would do the work. No pitch deck.