320 Alisal Road Suite 100
Solvang, CA 93463
P: 805-430-9879

Programmatic Advertising

Serve ads on the other 90% of the web that isn’t social media, with advanced targeting & creative capabilities.

Programmatic Advertising in the Central Coast

In the old days of media buying, marketers would need to approach websites individually or by ownership group in order to reserve ad space. Then came ad networks, which consolidated and provided automation around media buying to help it scale. Programmatic advertising takes that one step further—with the introduction of biddable inventory across dozens of suppliers, fueled on the buyer side by sophisticated algorithms designed to improve efficiency and performance.

Programmatic advertising isn’t new; our founder has worked in the space since 2010, and nearly 92% of all display (banner) ads are bought via this method. But, for small businesses and nonprofits in the Central Coast, programmatic offers opportunities previously limited unless working with a larger advertising agency.

What is Programmatic Advertising?

Programmatic advertising is the automated buying and selling of ad space using software & algorithms. This technology powers not only banner (or display) ads, but Connected TV, internet radio, digital video, and digital out-of-home ad types, too.

Programmatic ads are typically purchased by an advertising agency, like Screechy Cat Media, via technology known as a Demand Side Platform, or DSP. These DSPs have “seats” on what is known as an ad exchange; there are dozens of programmatic ad exchanges, some of which include exchanges by Google and Microsoft. These ad exchanges work with millions of websites—from blogs to sites like CNN or ESPN—to sell online ad space.

Advertisers bid on this online ad space, similar to how keywords are bid upon in a paid search campaign. The winning bid wins the impression, often paying just $0.01 above the second place advertiser’s bid. Ads are targeted

Can programmatic ads be targeted?

Programmatic advertising campaigns can target either a cold (prospecting) or warm (retargeting) audience, depending on your goals.

Ads can be targeted to first-party data such as cookies or email addresses, contextually based on page content, or via the hundreds of third-party data providers that supply DSP with demographic, intent, and in-market data.

Geotargeting and geofencing down to the zip code level are both also possible with programmatic.

Types of programmatic advertising

Type	Details	Marketing Goal(s)
Programmatic Display	Banner advertising covering 90%+ of internet websites (i.e. CNN, MSN, Yahoo)	Traffic, Conversions, Retention
Connected TV	High-visibility and impact video advertising (i.e. Hulu, Roku)	Brand Awareness
Internet Radio	High-impact audio ad spots (i.e. Spotify)	Brand Awareness
Digital Out-of-Home	High-impact, awareness driving advertising. (i.e. digital billboards)	Brand Awareness
Digital Video	High-visibility, clickable, and lower cost than Connected TV. (i.e. news and content sites)	Brand Awareness, Traffic

What Can I Do with Programmatic?

Create high-visibility brand awareness
Target intent and geographically-based audiences
Retargeting previous site visitors, cart abandoners, and your email database
Reach your audience via display, video, TV, radio, or out-of-home ads
Geofence down to the zip code

Programmatic Advertising FAQ

Screechy Cat Media’s minimum budget for programmatic advertising is $1,500 per month. Please note that the minimums specifically for Connected TV and digital out-of-home are higher due to platform minimums.

Screechy Cat Media works with StackAdapt as our DSP of choice. We are able to buy programmatic display, Connected TV, internet radio, and digital out-of-home ads through StackAdapt.

Screechy Cat Media can use our DSP’s built-in ad creator to develop banner or video ads. Please note that these are templated, so there are significant limitations to creative output. We can recommend designers in the Central Coast upon request.

Yes, your first-party data can be used in programmatic advertising to create remarketing lists by matching emails to anonymized third-party profiles.

Gain Efficiencies via Programmatic Advertising

In-Market Intent Audiences

Reach your target audience via millions of third-party data segments from the industry’s top providers.

Retargeting via pixels & email data

Convert site & cart abandoners and find your existing database where they spend time online for promotions, retention, and upsells.

Audio, Video, and Out-of-home

Expand your creative outreach via audio, digital video, Connected TV, and digital out-of-home advertising, usually without added fees.

Get Started with Programmatic Ads