Programmatic & Display
Display still has a job: cheaper reach, retargeting, and publisher inventory that social does not own. We plan programmatic and direct display so the unit can load on a phone, the site list is named, and viewability is a buying criterion rather than a surprise in the monthly PDF.
Industry benchmarks, not Accerstus client results. Verify before citing.
We buy inventory we can name, load and defend.
Programmatic is not a black box we hide behind. The plan names deal types, geos, devices and the KPI. If we cannot explain why a domain is in the report, it should not be in the buy.
Pick inventory on purpose.
Open auction, private marketplace or direct publisher. News, sport and classifieds in this region still matter. We say which.
Traffic units that fit the pipe.
Standard IAB sizes, backup GIFs, click macros, and landing pages that match the promise in the banner.
Optimise on seen and on site.
Viewability, bounce, and conversion. Turning off a cheap but unseen placement is a win.
No mystery domains
If the client cannot see a site list, it is not a strategy. Sensitive categories are excluded in writing.
Retargeting needs consent and a cap
Chasing the same user around a small market is how brands become wallpaper. Frequency is a brand decision.
Display is not search
We will not brief display on last-click ROAS as if it were branded paid search. Upper-funnel lines get upper-funnel KPIs.
Local publishers are not a rounding error
Where direct or local networks reach the audience cheaper than a global exchange, we say so.
PLATFORMS THAT WE WORK WITH
