Buying programmatically

Programmatic advertising is now a fixed component of modern advertising strategies. However, despite its widespread adoption, it raises many questions, especially due to its technical complexity, which often leads to uncertainties regarding how it works, its benefits, and its challenges.

In this FAQ, we address common misconceptions, explain key terms, and show what really matters when it comes to programmatic buying.

Here are the six most frequently asked questions from our clients:

1. WHAT ADVANTAGES DOES PROGRAMMATIC HAVE COMPARED TO TRADITIONAL MEDIA BUYING?

Programmatic advertising offers numerous advantages over traditional media buying, significantly increasing both efficiency and effectiveness:

• Automated media buying In programmatic buying, ad space is booked automatically and in real time via technology platforms. Unlike the classic IO model, where bookings are often predefined and fixed in advance, programmatic enables flexible access to inventory based on data, target audiences, and current bids. This saves time, increases scalability, and allows for more precise campaign delivery.

• Greater flexibility In the programmatic setup, the deal is continuously active, without fixed runtimes or campaign periods. Campaigns can be started, paused, or resumed at any time, without the need for new bookings or I/O approvals.

• Better efficiency and higher ROI The combination of automation, audience accuracy, transparency, and flexibility often results in a better return on investment compared to traditional booking models.

2. HOW IS THE PRICE OF ADS DETERMINED IN PROGRAMMATIC BUYING?

The price for programmatically purchased ads is usually determined through an auction process, similar to a real-time online auction. Each time a webpage loads and an ad slot is available, a so-called Real-Time Bidding (RTB) auction takes place in the background.

The exact price depends on several factors:

• Target audience: The more sought-after the audience, the higher the price. For example, an ad slot reaching a high-spending audience in a specific market segment can be more expensive than one with a general audience.

• Platform and environment: Premium sites with trusted content or particularly high reach often command higher prices.

• Time of day, season, demand: Similar to airline tickets, prices rise when demand is high, for example in the pre-Christmas period or during certain events.

• Bid level and strategy: Advertisers set bids based on their objectives, e.g., viewability, clicks (CTR), or conversions. A well-planned bidding strategy can also influence the price.

Technical factors also play a role, such as the type of data used (e.g., cookie or ID-based targeting), ad placement on the page, or the size and format of the ad. Depending on the deal structure, advertisers either pay the fixed price set in a fixed-price deal or, in a floor-price deal, the first price (exactly the amount of the winning bid).

Learn more about different targeting solutions here

In short: the price of a programmatic ad is determined by supply and demand, shaped by technology, audience data, auction mechanics, and campaign objectives. Whoever bids the highest wins the selected ad slot.

3. HOW CAN I MAKE SURE MY ADS DON’T APPEAR ON UNSAFE WEBSITES?

To prevent programmatically booked ads from appearing on unsafe or brand-damaging sites, several effective campaign controls are available:

• Careful selection of trusted partners and platforms: Reputable SSPs (Supply-Side Platforms) and DSPs (Demand-Side Platforms) work only with vetted publishers and already maintain certain safety standards.

• Whitelists: Define exactly which domains or inventory your ads can appear on.

• Blacklists: Block ads from appearing on certain pre-defined problematic sites.

• Brand safety providers: Tools such as IAS (Integral Ad Science), DoubleVerify, or Zefr analyze website content in real time and block placements with content such as fake news, violence, or fraudulent offers.

• Contextual targeting: Ads are placed only in thematically relevant environments (e.g., a sports brand in sports-related content).

• Keyword targeting and semantic analysis: Helps identify relevant content and avoid problematic topics.

• Cookies and alternative IDs: Enable recognition of users across devices, narrowing targeting to trusted environments.

By combining platform choice, technological safeguards, and smart targeting, advertisers can ensure their campaigns run only in brand-safe, reputable environments.

Learn more about trusted platforms here

4. HOW CAN I INTEGRATE PROGRAMMATIC ADVERTISING INTO MY OMNICHANNEL STRATEGY?

Integrating programmatic advertising into an omnichannel strategy allows you to reach users consistently and data-driven across various touchpoints. The major advantage is that programmatic systems operate across multiple channels, including mobile, display, CTV (Connected TV), digital audio, and even digital out-of-home (DOOH).

Using a central DSP (Demand-Side Platform) enables unified campaign management. This means campaign logic, targeting, budget allocation, and frequency capping work across channels, avoiding redundant ads on different devices and instead delivering a coordinated user journey.

Retargeting becomes especially powerful: first-party and third-party data can be used to re-engage customers, e.g. targeting in-store shoppers later online, or engaging mobile users again via CTV.

Programmatic buying enables omnichannel strategies to be executed with measurable efficiency and precision.

5. WHAT ARE THE ADVANTAGES OF PROGRAMMATIC DEALS COMPARED TO THE OPEN MARKET?

In the open market, (open programmatic trading) various advertisers bid in real time for available ad slots, often without direct connection to the publisher. This creates reach but can reduce transparency, control, and quality.

Placements are anonymous, and actual ad viewability is often unclear. With programmatic deals through reputable SSP partners, it works differently: they operate with a fixed network of selected publishers under defined conditions.

Technology platforms such as VIS.X® ensure ad formats are delivered in premium environments. Visible, well-placed, and technically clean. This means: no random placements in the long tail, but targeted delivery with clear parameters. Viewability, loading times, and ad positioning are part of the setup, not left to chance.

6. WHAT AD FORMATS CAN BE BOOKED PROGRAMMATICALLY (ESPECIALLY VIA PMPS)? DO YOU OFFER HIGH-IMPACT AD FORMATS?

At YOC, all common display formats can be booked, from standard banners to attention-grabbing high-impact solutions. The sales team is happy to help choose the right format for your campaign objectives. The YOC Studio can also adapt existing creatives or develop custom solutions for more creative projects.

Find an overview of all available formats here

A highlight is our VIS.X® AI: it automatically selects the most effective format for each impression, based on device, environment, and user behavior. Delivery happens dynamically and in real time, always aiming for maximum visibility and performance. You don’t need to commit to a single format. VIS.X® AI decides which formats, at which times, and in which environments will achieve the best results for your brand.

About YOC

At YOC, our mission is to create a better advertising experience for premium publishers, advertisers, and users in the digital space. We continuously develop cutting-edge technology, our high-impact ad products, solutions, and the VIS.X® platform, that revolutionizes both programmatic and direct trading of highly effective ad formats.

You want to run your next campaign programmatically?

Contact us today