15 · Programmatic & CTV

Programmatic & CTV agency clean supply. Measurable lift. No junk inventory.

Programmatic is a precision tool or a leak. We run CTV, native, and display with clean supply, frequency control, and incrementality — never as a place to dump leftover media. Geo is country, region, and metro. Cheap CPM is not a KPI.

Incremental reach. Safer supply. Measurable lift.

CTV, native, displayGeo & metro targetingBrand safetyIncrementality

P&L desk
Reply in one business day
30-min working session

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Desk fact

Clean

Kill made-for-advertising sites and mystery apps.

Desk fact

Geo

Country, region, metro — a national spray is not a plan.

Desk fact

Lift

If we cannot see incrementality, we do not scale CTV.

Direct answer

What is programmatic advertising?

A programmatic and CTV agency buys display, native, and connected TV with clean supply paths, frequency control, and incrementality — never as a place to dump leftover media. SpikeROAS will tell you to stay in search and social if you cannot fund a real test and a holdout.

Junk programmatic is not dead because the category is dead. It is dead because MFA sites and mystery apps stole the budget. Clean CTV and native still work when you measure lift like an adult — geo or audience holdouts, not last-click fairy dust on a screen that does not click.

Markets change publishers and privacy rules. They do not change the rule: prove incremental outcomes or do not scale. We target by country, region, and metro. Cheap CPM is how this category earned its reputation. We will not chase it.

Fit

Who this programmatic desk is for

Advertisers who need scale beyond search and social without buying junk inventory — one country, many markets, or a tight geo that still has to prove lift.

National & multi-market brands

Metro maps, frequency caps, living-room creative. CTV as a reach tool with a lift plan — not a national spray.

High-consideration services

Geo-fenced prospecting that search can catch. Not spray-and-pray display.

Retail & franchise

Store or metro splits. One creative system with local offers when it is honest.

Who we will not take

Budgets that cannot fund a test and a holdout. Stay in search and social.
Anyone who wants cheap CPM as the KPI. That is how you buy MFA.
Open-web display with no brand-safety stack.

The leak

How programmatic became a slur

MFA and fraud

Made-for-advertising sites, bots, stacked ads. Your report looks cheap. Your customers never saw it.

Leftover budget

Search underspent, so display ate the rest. That is not a strategy.

No lift test

CTV branded with last-click as the proof. Of course it looks like it did nothing — or everything.

TV spots on phones

Creative sized for living rooms, served as a crop. We produce for the surface.

On the desk

Supply and measurement on this desk

Clean paths. Adult targeting. Prove lift or do not scale.

CTV

Connected TV on clean publishers. Frequency caps. Creative for the couch.

Native & display

When the supply path is clean. Exclusions that actually stick.

Geo & metro targeting

Country, region, and metro control. Local offers when the P&L is local. A national campaign is not an excuse for spray.

Brand safety & fraud

Pre-bid and post-bid controls. We will name the tools on the call; we will not pretend open exchange is fine.

Incrementality

Geo or audience holdouts when spend is large. If we cannot see lift, CTV does not scale.

DSP brief

We are not married to a single DSP logo. We are married to clean supply and a readout.

The work

What we actually do

CTV, native, and display on clean supply paths
Country, region, and metro targeting — not national spray
Brand safety, fraud, and frequency caps
Incrementality or geo-holdouts when spend is large
Creative sized for living rooms and phones

Deliverables

You leave with

Supply-path and DSP brief
Geo and metro targeting map
Brand-safety controls
Lift or blended readout

Ready to brief the Programmatic & CTV desk?

We will tell you if CTV can prove lift — or if you should stay in search and social.

Schedule a call

Cadence

How the work runs

Clean the pipes

Kill made-for-advertising sites and mystery apps.

Target like a grown-up

Geos, audiences, and frequency — not spray.

Prove lift

If we cannot see incrementality, we do not scale CTV.

First 90 days

First 90 days of programmatic / CTV

Days 1–21

Clean the pipes

Kill MFA and mystery apps. Map geos. Agree the lift design before spend ramps.

Days 22–50

Target like a grown-up

Audiences, geos, frequency. Creative sized for the surface. Launch the test, not the always-on.

Days 51–90

Prove lift

Read the holdout. Scale only what moved incremental outcomes. Everything else returns to search and social.

Ongoing

Hygiene

Supply paths rot. This is an operations job, not a set-and-forget line item.

The fork

Programmatic: SpikeROAS vs a cheap CPM shop vs in-house

Clean supply and lift beat a blended CPM screenshot. Hire us when leftover display has become a habit.

Factor	SpikeROAS	Typical agency	In-house
Supply	Clean paths, MFA killed	Open exchange, cheap CPM	Whatever the DSP defaulted
Proof	Incrementality or no scale	Last-click or view-through fairy dust	A brand tracker next fiscal
Geo	Country, region, metro — not spray	National spray	A city list in a spreadsheet
Role vs search	Only if it earns a seat	Always-on display	Leftover budget
Markets	Same hygiene. Local publishers and rules.	One DSP setup, hoped across borders	Deep where the trader sits
Account ownership	Yours. Seat and data leave with you.	Sometimes buried in their DSP	Yours, by definition

Pricing philosophy

No fake menu. An honest gate.

If you cannot fund a real test and a holdout, stay in search and social. We will say that out loud. Programmatic retainers include supply hygiene, not just managed DSP.

CTV creative production is often a separate line with the video desk.
We do not chase the cheapest CPM.
Minimums exist because learning and lift tests are not free — and they vary by market and inventory.

The call

What happens in 30 minutes

Working media level, the geos that matter, and whether leadership will accept a holdout.
We will tell you CTV, native, or not yet — buy search.

Schedule a call

Proof we will publish

Case studies live here — with numbers, not adjectives.

Named programmatic & ctv work is going on Work as we can show it. Until then, ask on the call for the scoreboard in your category. We will not invent logos or fake ROAS.

Your ad accounts stay in your name
Weekly kill / hold / scale memo
A 30-minute working session, not a pitch deck

Schedule a call See current work

FAQ

Questions we get about Programmatic & CTV

What is programmatic advertising?

Programmatic is automated buying of display, native, and often CTV through a DSP. Done well, it is audience, geo, frequency, and brand safety with an incrementality readout. Done poorly, it is leftover budget on made-for-advertising sites.

Is programmatic dead?

Junk programmatic is. Clean CTV and native still work when you measure incrementality and refuse MFA inventory. Cheap CPM as a KPI is how the category earned its reputation.

What is the minimum spend?

If you cannot fund a real test and a holdout, stay in search and social. We will say that out loud. Exact floors depend on geos and the DSP — we will not publish a fake number that ignores your map.

Which DSP do you use?

The one that can buy the supply path we need with controls we can audit. We are not a single-logo shop. The readout matters more than the acronym.

CTV vs YouTube?

Different inventory and measurement. YouTube is auction video with Google’s identity. CTV is living-room supply with different frequency and lift design. We pick based on the job, not the hype cycle.

Can you target specific cities or regions?

Yes. Country, region, and metro maps. A national campaign is not an excuse to treat every city as the same buyer. Local offers should match local inventory.

How do you handle brand safety?

Pre-bid categories, app and site lists, and post-bid verification. We will not pretend the open web is fine without controls.

Do you run programmatic worldwide?

Yes. Supply, privacy rules, and publishers are local. The operating system is not: clean paths, frequency caps, and lift before scale. We will not paste one market's deal list into another.

Usually paired with

Other desks on the same P&L

Performance Marketing

Full-funnel paid that scales only when unit economics hold.

YouTube & Video Ads

Demand gen and YouTube that create pipeline, not just views.

Analytics & Attribution

Know which dollar worked — without worshipping last click.

Performance Creative

Ads designed to be tested, killed, and scaled — not presented.

Next step

If display is where leftover budget goes, stop.

We will tell you if CTV can prove lift — or if you should stay in search and social.

Schedule a call Request the brief