Why Programmatic Advertising Should Be a Must-Have in Your Mediamix!

The case for programmatic in a media mix comes down to one structural point: it is not a channel sitting beside display, video, connected TV, audio and digital out-of-home. It is the way all of them are bought, from one seat, with one audience layer and one frequency cap across the set.

That is what changes the arithmetic. Planned separately, the same household absorbs impressions from five directions and nothing in the reporting shows it. Planned together, frequency becomes a control rather than an accident.

The buying routes themselves — open auction, private marketplace, preferred deals and programmatic guaranteed — are set out in types of programmatic advertising.

ThumbAd is an independent programmatic trading desk in Oslo, trading on The Trade Desk across Europe, Africa, North America and Latin America since 2012, with betting and gaming at the core.