Programmatic display

Programmatic display is the automated (programmatic) buying of display advertising via a DSP (Demand-Side Platform) and RTB auctions: banners, rich-media, video formats are bought in real time on partner sites and in apps by targeting (audiences, geo, context). The work: goal-setting, choosing a DSP, setting up audiences/targeting, creatives, traffic quality control (viewability, fraud, brand safety), optimization, management. Honestly about 'display ≠ direct sales', this is key: programmatic display is effective for reach, awareness, retargeting — this is the top/middle of the funnel. It stimulates direct sales more weakly than performance channels (search/product). 'We guarantee sales from display' = a lie. Honestly about 'fraud and invisible impressions', this is critical for display: a significant share of programmatic inventory is bots, invisible/background impressions (low viewability), fraud. We honestly control traffic quality (viewability, anti-fraud, site whitelists) and do not inflate impressions; without control the budget goes into the void. Honestly about 'brand safety': it matters what content the banner appears next to; we honestly set up brand safety and exclusions so the ad does not appear on undesirable sites. Honestly about 'advertising ≠ a guarantee of sales/leads/ROI': display increases reach/awareness and supports other channels, but revenue depends on the product, offer, the whole funnel. Honestly about 'works while there is a budget'. Honestly about 'the RTB auction decides': the cost per impression is determined by a real-time auction; inventory and moderation are on the side of the sites/DSP. Honestly about 'reach/impression ≠ sale'. Honestly about transparency: the ad budget and DSP commission ≠ a hidden markup; we disclose the cost structure. Honestly about the effect: it sets up and manages programmatic display with fraud/viewability/brand-safety control, giving reach/awareness/retargeting, but it is not a guarantee of direct sales/ROI; works while there is a budget; the RTB auction decides; an impression ≠ a sale. Honestly about access: a budget (display usually requires a tangible budget), creatives, goals, DSP access are needed. An important boundary: this is display programmatic (DSP/RTB); performance channels (search/product) — 437/451/452; native advertising — 454; video advertising — 455. The base price starts from 35,000 ₽ for setup/management (the ad budget and DSP commission are separate).

• You need reach/awareness via display but DSP, RTB and quality control are unclear.
• A misconception that display gives direct sales/leads like performance.
• Ad fraud: bots, invisible impressions (low viewability) drain the budget without control.
• Brand safety: the banner is shown next to undesirable content.

• Goal-setting and choosing a DSP for the task/budget
• Setting up audiences, targeting, formats; launching campaigns
• Traffic quality control: viewability, anti-fraud, brand safety, whitelists
• Optimization and management, a transparent cost structure (budget + DSP commission)
• An honest assessment: does display suit the task (reach vs direct sales)
• Honest boundaries (display ≠ direct sales; fraud/viewability control, we do not inflate; advertising ≠ a guarantee of sales/ROI; works while there is a budget; the RTB auction decides; an impression ≠ a sale)
• Documentation and handover
• Review with you

• Set up and managed programmatic display with fraud/viewability/brand-safety control
• Reach, awareness, retargeting with a transparent cost structure
• An honest assessment: what display gives (reach) and what is the job of performance channels
• Honest boundaries (not direct sales; not a guarantee of ROI; works while there is a budget)

• We set goals, choose a DSP, set up audiences/targeting/creatives
• We launch, control fraud/viewability/brand safety, optimize, manage
• We honestly set boundaries (reach, not direct sales, fraud control; budget/commission separate) and report

• Will display give me sales/leads?

  More weakly than performance, honestly: programmatic display works primarily for reach, awareness and retargeting (top/middle of the funnel). It stimulates direct sales worse than search/product. 'We guarantee sales from display' is a deception. We will honestly say if your task needs a performance channel, not display, and will propose an appropriate one.

• How do you fight bots and invisible impressions?

  Honestly: a significant share of programmatic inventory is bots, invisible/background impressions (low viewability), fraud. We control traffic quality (viewability, anti-fraud, site whitelists, brand safety) and do not inflate impressions. Without such control the budget goes into the void — we honestly track this and report.

• What makes up the cost and are there hidden markups?

  We honestly disclose the structure: the ad budget (buying impressions at auction) + the DSP/management commission. There are no hidden markups on the budget. The cost per impression is determined by a real-time RTB auction, inventory and moderation are on the side of the sites/DSP. We show what the budget goes on.