--- title: Programmatic advertising with DV360 | Argnode description: Programmatic display, video and audio through Display & Video 360, from open auction to direct deals with publishers. Wide reach, aimed by data you collected properly. nav_title: Programmatic nav_order: 3 factchecker: Niklas Rantanen --- :::: hero ::: eyebrow Paid media ยท Programmatic ::: # Wide reach, [aimed properly.]{.accent} ::: lead Programmatic advertising buys display, video, audio and screen inventory across thousands of sites and apps, one impression at a time. The reach is the easy part. The aim depends on the data you feed the buying platform, and that is the part we build with years of experience. ::: ::: actions [Talk about programmatic]({{ROOT}}en/contact) [Conversion tracking]({{ROOT}}en/services/analytics/conversion-tracking){.ghost} ::: :::: ## What programmatic actually is Instead of booking a banner on one news site for a month, a demand-side platform (DSP) bids on each ad impression as the page loads, across most of the open web. We run it in Google's Display & Video 360 (DV360), which reaches the major ad exchanges, YouTube, connected TV, audio and digital out-of-home screens from one place, with one set of audiences and one frequency cap across all of them. That last point matters more than it sounds. Buy the same people on four separate platforms and each one counts them fresh, so the same person sees your banner twenty times and you pay for every one. ::: cards ### [icon:public] Open auction The widest reach at the lowest price per impression. Good for remarketing and broad prospecting, with brand safety and placement exclusions doing the filtering. ### [icon:handshake] Direct deals Private marketplaces, preferred deals and programmatic guaranteed: inventory agreed with a publisher in advance, at a known price, bought through the same platform and measured the same way. ### [icon:smart_display] Video & connected TV YouTube and streaming inventory on the big screen, bought on your own audiences rather than on a channel schedule. ### [icon:podcasts] Audio & outdoor screens Streaming audio and digital out-of-home screens, in the same campaign plan and under the same frequency cap. ::: ## Floodlight, done properly Most programmatic accounts run on a handful of Floodlight tags: one on the thank-you page, maybe one on the front page. That is enough to count sales and not nearly enough to aim. Campaign tagging is our home turf, and in DV360 that means Floodlight activities and custom variables that record what each visitor was actually looking at, not only that they visited. Whatever your product pages know can become an audience: brand, model, size, colour, fuel, gearbox, price band. Those audiences then decide which creative a person sees, out on the open web, long after they left your site. ## A used car dealer, for example A dealership has a few hundred cars on the lot and a website where people browse them. Every car page already knows what it is showing: make, model, drivetrain, transmission, colour, year, body type. Most setups ignore that and record a page view. We capture it instead, as Floodlight custom variables, with consent. Someone who spends an evening looking at Audis, BMWs and Volkswagens is, as far as the data is concerned, into German cars. A week later they see banners for German cars from the dealer's own stock, on the news sites, weather apps and forums they already read. Someone who kept opening red cars sees the red one of the brand they browsed, not the black one. Nobody sees the minivan they never looked at, and the banner is built dynamically from the live stock feed, so the car in it is actually still for sale. The reach is the whole open web. The precision comes from how carefully the car pages were planned and tagged in the first place, which is the same [tag management]({{ROOT}}en/services/analytics/tag-management) work we do for every account, and the creatives themselves are usually [HTML5 banners]({{ROOT}}en/services/html5-creatives) we build to read that data. ## What we build ::: cards ### [icon:cable] The data layer Product attributes and behaviour captured through Google Tag Manager, gated by consent, and passed to Floodlight as custom variables that DV360 can build audiences from. ### [icon:groups] Audiences that mean something Segments built from what people actually did on your site and from your own customer data, not only from the platform's generic interest categories. ### [icon:shield] Brand safety Placement exclusions, content categories and third-party verification where the budget warrants it, so your banner does not appear next to something you would rather it did not. ### [icon:monitoring] Measurement you can check Floodlight conversions reconciled against GA4 and your own sales data, so you can see what the reach actually did instead of reading an impression count. ::: ## When programmatic is worth it Programmatic is not the cheapest way to sell something tomorrow. For a business that mainly needs the people already searching, [Google Ads]({{ROOT}}en/services/google-ads) search campaigns usually come first, and we will say so. ::: callout note We make no profit on your media. Programmatic is the one channel where the budget usually runs through us, because DV360 is not something a client can normally buy directly. Moving that money has a real cost, and that cost passes through at cost, itemised in the quote rather than buried in the media line as a multiplier. Everywhere you can pay the platform yourself, you do. See [how we work]({{ROOT}}en/about/how-we-work). ::: ::: faq ### Is DV360 worth it for a company our size? Sometimes. It earns its place when you want to buy across several channels at once and have enough site data to aim it. If you only need display or YouTube, Google Ads covers that ground with less overhead, and we will recommend it instead. ### Can you buy directly from a specific publisher? Yes. If a publisher offers a private marketplace or a programmatic guaranteed deal, we can buy it through DV360, so it is measured and capped together with the rest of the campaign. ### Does dynamic remarketing need cookie consent? Yes. Remarketing audiences are built from tracking, and tracking needs consent in the EU. Visitors who decline are not added. The audiences are smaller, and they are lawful and of higher quality. ::: ::: seealso See also - [Google Ads & paid media]({{ROOT}}en/services/google-ads) - [Social media marketing]({{ROOT}}en/services/social-media) - [HTML5 banner creatives]({{ROOT}}en/services/html5-creatives) ::: ::: cta ### Thinking about programmatic and not sure where to start? ::: actions [Get in touch]({{ROOT}}en/contact) ::: :::