Programmatic Agency in Sydney

What is programmatic advertising?

 

Programmatic advertising is the use of automation in the media buying process. Generally, it refers to using technology to purchase ad inventory, as opposed to contacting a site or publication and booking an ad directly.

 

While the vast majority of digital ads are now bought programmatically (including paid search and social ads); ‘Programmatic’ is often used to refer to this process in relation to buying digital ad spaces across the open internet – i.e. across general websites and not your ‘walled gardens’ such as Google & Meta.

 

This automation allows large volumes of data to be analysed in a matter of seconds to determine which ad would be best served to the right person, at the right time and in the right place based on the audience targeting that is applied by the advertiser. This automation largely removes the need for human negotiation and speeds up the ad buying process.

 

This technology enables access to a wide range of creative formats for placement:

• Programmatic Display ads: The banner ads on websites and apps, found at the top, bottom, or sides of content on site.
• Programmatic Video ads: These are video ads that run before, during, or after video content across the web and on connected TVs
• Programmatic Native ads: Display or video placements which appear in the style and format of the content on that page, seeming to be ‘natively’ embedded.
• Programmatic Audio ads: Ad placements on music and podcast streaming platforms.
• Programmatic Out of Home ads (OOH): Ads on digital billboards and screens in public spaces that reach people while they’re out and about.

How programmatic works

 

Programmatic media buying is an end-to-end solution that connects advertisers and publishers to a centralised network of advertising inventory. This solution reduces the need for advertisers to brief out their campaigns to every publisher manually and allows them to buy ads across potentially hundreds of websites in a streamlined manner.

 

Sophisticated advertisers can license demand side platforms (DSPs) which allow them to purchase ad inventory and manage their campaigns from a technology platform – allowing them to optimise these in real time and tweak creative, targeting, and many other options to best reach their audience.

 

Publishers with advertising space to sell can upload their available inventory to a supply side platform (SSP), listing this inventory on the ‘open exchange’ so that advertisers can bid for this.

 

Both platforms (DSP and SSP) are linked via an ad exchange which is a real-time bidding (RTB) digital marketplace. Within the ad exchange, advertisers can bid for impressions on available ad spaces (supplied by the SSP) dependant on their targeting restrictions. In milliseconds, the algorithm will select the most appropriate advertiser to appear in the available ad spaces – based on the relevance of their ad and the level at which advertisers are willing to bid for that space.

 

This process provides a fair and time effective solution to acquire and sell advertising spaces for the advertiser and the publisher.

 

Our Approach

 

Our approach is focused on using the best combination of technology, publishers, data, and channels to achieve client goals. We remain flexible on which tools to use, as different vendors bring unique strengths, and there’s no one-size-fits-all solution. Constantly at the forefront of industry trends, we actively explore emerging technologies that best align with our client’s needs.

 

With access to cutting-edge platforms and campaign management practices, we ensure high performance by continually testing and optimising our campaigns. Our broad access to diverse technologies and data providers ensures we can identify the ideal audience for each client and reach the right user at the right time, and in the right environment.

 

How we do it

 

A Dedicated Team

When you work with us, you are serviced by an experienced team that not only excels in client service but also deeply understands the programmatic landscape and the various technologies and data solutions. We pride ourselves on providing direct access to the very people managing your campaigns – ensuring seamless communication, a personalised approach and great transparency. More than just a service provider, we see ourselves as an extension of your team, working collaboratively to achieve your goals.

 

Effective Planning

Our holistic, omnichannel approach to programmatic media enables us to engage a single user across all stages of the consumer journey and across various environments. This ensures we deliver the right message to the right audience at the right time – maximising efficiency while minimising waste.

 

Agile and Technology-Agnostic

Many agencies and brands align with only 1 or 2 vendors, limiting their capability and creating risk in a dynamically evolving landscape where changes happen rapidly.

We are not tied to any one technology or vendor. Our programmatic media buying methodology is flexible and adaptable, allowing us to select the best tools, data sources, and platforms that align with your specific needs while reducing risk. If a technology, data provider, publisher or channel is negatively impacted by changes in market (e.g. data privacy, targeting limitations, creative formats, etc.), you can be assured that we have a whole array of solutions to ensure that we can still deliver the best possible results for your campaign.

 

Unlike many other businesses – we also don’t have any spend commitments. If a certain targeting strategy or publisher isn’t working, we can instantly move budget to the areas that are delivering the best results for you.

 

Measurable Performance & Results

We use Rubii; our campaign management platform – to ingest data across the MarTech and AdTech landscape. This includes DSPs, Adservers, SEO platforms (such as Google Search Console) Brand Health Tracking, and Website Analytics (such as Google Analytics). We ingest this data in real time and use it to inform our campaign management and optimisation on a daily basis.

This allows us to take a holistic view on the performance of these campaigns and drive overall business results for you. We can deliver stronger insights, more frequently, with full transparency to clients; and ultimately improve results while reducing human error.

 

Brand safety

At Yango, ensuring proper brand safety is just as crucial as selecting the right targeting parameters. Neglecting this can lead to brands appearing alongside inappropriate or offensive content. To prevent this, we have implemented a series of robust measures that prioritise the highest level of brand safety for all our clients:

1. Custom Block List: We start by using our proprietary block list, which includes websites known to host inappropriate content that we would not want our brands associated with. Additionally, we take a personalised approach by creating a secondary block list tailored specifically to each individual brand.
2. DSP Topic Exclusions: We also leverage in-built DSP topic exclusions to prevent our ads from appearing alongside content deemed “sensitive.” This includes topics such as violence, drugs, and explicit content, among others.
3. Third-Party Providers: Lastly, we collaborate with trusted third-party providers like DoubleVerify, IAS, and Brand24 to further enhance brand safety and ensure our clients’ ads are placed in secure environments.

Emerging technology

 

Measurement technology:

The digital advertising landscape is constantly evolving, and programmatic advertising is no exception. Advertisers are seeking more in-depth measurement of their campaign performance. Metrics like impressions, viewability, and completion rates are no longer sufficient. This has led to the rise of attention tracking, a predictive model that measures how long someone has actually engaged with an ad, rather than just whether it appeared on their screen.

Optimising performance based on attention allows brands to target placements that are truly seen across various channels, enhancing overall effectiveness.

Yango has tested this new measurement solution and found that using attention modelling for optimisations can result in a 5.9x increase in brand recall and a 2.8x increase in conversions compared to traditional viewability-based optimisation. As a result, Yango has developed its own proprietary in-house attention model, which is now available to all clients.

 

Creative technology:

New and innovative creative formats are continuously emerging in the programmatic market, designed to boost awareness, capture attention, and drive engagement with brand ads. These include formats such as social display and conversational display ads.

Social Display: ads leverage social media ad designs and present them as programmatic display ads, creating a sense of familiarity that encourages user engagement across the open web. Live social media ads can also be extended across the web, providing an efficient way to expand campaign reach.

Conversational Display: ads allow us to talk with potential customers rather than at them. Pre-determined decision trees can be implemented into the back end of the ad to ensure that however users engage with your ad they always get a response providing a sense of personalisation to the user.

Why Choose Yango?

 

At Yango, we are programmatic media experts dedicated to delivering real business results through data-driven, omnichannel strategies. We take an agnostic approach, leveraging the best technologies, data, publishers, and channels to build customised campaigns that align with your unique goals.

 

Our deep industry expertise keeps us at the forefront of media, ensuring seamless integration of programmatic media within your broader marketing ecosystem.

 

Transparency is at the heart of our business. With direct access to the experts managing your campaigns, you gain clear communication, deeper insights, and a hands-on, collaborative approach – ensuring your media strategy stays aligned with your business objectives.

 

 

Get in touch!

 

Ready to take your online presence to the next level? Contact us today to learn more about our services and how we can help your business succeed online.

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Programmatic FAQs

 

What is programmatic advertising?

Programmatic ad buying is the use of software to buy digital advertising. Unlike traditional ad buying, which involves manual negotiations and orders, programmatic advertising uses real-time bidding (RTB) and data-driven technology to place ads instantly in front of the right audience.

 

How does programmatic advertising work?

It operates through a centralised marketplace where advertisers use Demand-Side Platforms (DSPs) to bid on available ad inventory provided by Supply-Side Platforms (SSPs) via an Ad Exchange. This process happens in real time, allowing advertisers to target specific audiences based on data such as demographics, interests, location, and browsing behaviour. Once a bid is won, the ad is instantly served to the user on the publisher’s website or app, ensuring efficient and highly targeted ad placements.

 

Why is programmatic advertising important?

Programmatic advertising offers:

• Targeted Reach – Using data, you can target specific audiences based on factors like behaviour, interests, and demographics, ensuring your ads reach those who are most likely to convert.
• Scalability – Programmatic ads allow you to expand your reach across a wide range of platforms and devices, all managed in one place.
• Cost-Effective – Programmatic advertising maximises your budget by ensuring your ads are shown to the right audience at the right time. Unlike traditional media buying there is very little wastage as your ads aren’t always shown to every single person who visits a website or watches a TV show.
• Scalability – Programmatic ads are completely scalable based on how much is spent on ad campaigns, making it an appropriate form of advertising for big and small businesses alike.

 

What is Yango’s approach to programmatic advertising?

We agnostically use technology, data, publishers, and channels to buy programmatic ads in all formats and in different environments with an audience-first approach, in a way that is future-proofed for the changing digital landscape while delivering on client objectives.

 

What are the benefits of Yango’s approach to programmatic advertising?

1. Each technology has its strengths and weaknesses, therefore partnering with a number of technology solutions allows us to use the best solution for each brief.
2. Our extensive data partner network provides multiple ways to reach your audience effectively and when they are most receptive.
3. Partnerships ensure we can target the core audience across all major publishers and environments without being tied to minimum spend commitments.

 

What is a programmatic advertising example?

Programmatic advertising was a key driver of Mountain Culture Beer Co.’s first major media campaign. Strengthening the media mix, programmatic DOOH technology not only drove mass awareness but also funnelled foot traffic directly to key retailers like BWS and Liquorland. By utilising advanced targeting capabilities and data-driven insights, Mountain Culture delivered precision messaging at critical touchpoints in high-traffic public spaces. Ensuring we connected with the audience at the perfect moment, we seamlessly aligned with the target audiences transition into the weekend spirit and drove purchasing decisions at the most opportune moments.