Services / Paid Media / Programmatic
Display and programmatic campaigns that follow your audience across the open web: placement, targeting, and frequency managed so reach doesn’t turn into waste.
For brands that need scale and awareness beyond search and social, without lighting budget on fire.
13× mix peak ROAS · Perpetual
Display · open web
Perpetual Brands: programmatic display + remarketing run alongside search, each channel held to its own number.
Display
Open web
mix peak ROAS
Programmatic buys you reach across millions of sites at once: which is exactly why it’s the easiest channel to waste money on if nobody’s watching the placements.
We build the audience and targeting, manage the buy across display and the open web, and control frequency and placement so your brand shows up next to the right content, in front of the right buyer, at a price that works.
Programmatic was part of the multi-channel engine behind Perpetual’s 13× peak ROAS run: display and remarketing working alongside search, each doing the job it’s actually good at.
One display creative for Bella Private Markets, built out across four standard placement sizes.
Semantic contextual, your own first-party data, publisher segments and logged-in identity: layered, because third-party behavioral targeting is gone.
The buy run across the open web with active placement control.
Pre-bid verification and dynamic exclusion lists that keep budget off made-for-advertising sites: roughly a fifth of programmatic impressions, generating reporting and no customers.
Controlling how often a person sees you, so reach doesn’t become annoyance.
Responsive display, native and video built and trafficked correctly: priced on cost per viewable, fraud-free impression, not the headline CPM.
Placement-level reporting and ongoing pruning toward what performs.
Targeting from your buyer, not a default segment.
The buy goes live, then active placement hygiene from day one.
Cut the junk inventory, scale the placements that convert.
How the work splits
AI drafts
AI does the first pass
human-finished: the part you feel
The platform serves the impressions; AI flags weak placements at a scale no human could review by hand. The judgment, which inventory is genuinely your buyer versus cheap noise, is human. Programmatic is where unmanaged budget goes to die, and that’s the whole reason it needs managing.
peak ROAS · display and remarketing alongside search in a dispensary’s $20K → $400K/month run
GDN is one ad network inside Google’s walls; open programmatic buys across many exchanges through a DSP. That means broader inventory (publishers, apps, and premium sites Google does not sell) plus the ability to activate your own first-party data and third-party segments rather than only Google’s. GDN is simpler and cheaper to start. Programmatic is where real control over placement, frequency, and supply path lives.
A DSP (demand-side platform) is the buy side, where advertisers set targeting, budgets, and bids. An SSP (supply-side platform) is the sell side, where publishers offer their ad space. The ad exchange is the marketplace between them, running the auction that resolves in well under a second while the page loads. You buy through a DSP; the rest is plumbing you should still understand before signing.
Made-for-advertising (MFA) sites exist to farm impressions: heavy ad load, thin content, traffic bought rather than earned. ANA research has put them at roughly a fifth of programmatic impressions, which is budget that generates reporting but not customers. We use dynamic exclusion lists rather than static blocklists, because MFA domains spin up faster than a hand-maintained list can track, and placement reports get reviewed as a standing task.
Cheap CPMs are usually cheap for a reason. The number that matters is your effective cost per viewable, fraud-free impression: take the CPM, divide by the viewability rate, then discount for invalid traffic. A low open-exchange CPM at poor viewability frequently costs more per real human impression than a higher-priced private marketplace deal. We price inventory on that basis, not the headline CPM.
Four layers: pre-bid verification that blocks the impression before it is bought, category exclusions, domain allowlists for sensitive advertisers, and keyword blocklists. The trade-off is real, over-aggressive keyword blocking starves reach and defunds legitimate news inventory, so we tune it to the brand’s actual risk rather than blocking every uncomfortable word. Placement reports are reviewed on a schedule, not after a complaint.
Four routes, usually layered. Semantic contextual targeting reads the content of the page rather than the person’s history. Your own first-party data gets onboarded and activated. Publisher-provided segments cover premium inventory. Identity frameworks handle logged-in environments. Recent studies put contextual close to behavioral on click-through and conversion quality: the larger loss was measurement precision, not targeting itself.
Yes: in every programmatic buy, by everyone in the chain, and you should ask exactly what it is. Between your budget and the publisher sit a DSP platform fee, any data or segment fees, and the SSP’s take rate. Ask any partner to itemize those and to confirm your contract gives you log-level data access. If a vendor will not state its take rate, that is the answer.
