Programmatic advertising enables the automated buying and delivery of digital advertising placements based on defined audience and campaign parameters.
Trebbau supports you in planning, delivering and optimising programmatic campaigns – from defining target audiences and selecting suitable inventory to ongoing performance monitoring.
What is programmatic advertising?
Programmatic advertising refers to the automated buying and delivery of digital advertising placements through technology platforms.
Compared with traditional planning based on media environments, it places greater emphasis on the individual user or defined audience profile. Data and algorithms automatically determine whether an available advertising impression matches the specified campaign parameters.
This allows digital advertising materials to be delivered dynamically using data.
How does programmatic advertising work?
Define target audiences and campaign objectives
The starting point is your target audience, communication objectives and relevant KPIs. Depending on the campaign, these may include reach, conversions, cost per order (CPO) or cost per thousand impressions (CPM).
Use data and audience signals
Programmatic advertising relies on data that can be used to describe target audiences and usage patterns.
Different data sources can be used depending on the campaign. The key is to ensure that the available data suits the campaign objectives and planned ad delivery.
Buy advertising placements automatically
Suitable advertising placements are bought automatically through technology trading platforms. Part of this process can take place through real-time auctions.
Within a few milliseconds, a decision is made about which advertising material will be shown to which user.
Optimise the campaign continuously
Programmatic campaigns can be analysed and adjusted throughout their duration using the defined performance targets.
Trebbau supports campaign management with ongoing reporting and optimisation recommendations.
Which buying models are available?
Open Auction
In an open auction, advertising inventory is available to a wider range of market participants.
This model can be particularly relevant when reach is the main priority and there is less need to restrict specific placements.
Private Auction
In a private auction, access is restricted to selected advertisers or inventory.
This allows programmatic ad delivery to be combined more closely with defined premium environments.
The most suitable model depends on your target audience, campaign objectives, quality requirements and budget.
What are the benefits of programmatic advertising?
Programmatic advertising enables dynamic management of digital campaigns.
Depending on the campaign, the following benefits may be particularly relevant:
- Automated buying of digital advertising placements
- Audience-focused ad delivery
- Ongoing optimisation during the campaign
- Flexible adjustment of campaign parameters
- Scaling reach
- Detailed performance analysis
- Campaign management based on defined KPIs
Programmatic advertising is not an end in itself. The quality of the results depends on clearly defined objectives, the available data, advertising materials, inventory and ongoing campaign management.
When is programmatic advertising suitable?
Programmatic advertising is particularly suitable when digital campaigns should go beyond fixed media environments and place greater emphasis on audience and performance criteria in ad delivery.
Typical requirements include:
- Use of standardised display formats
- Defined target KPIs
- Suitable data or website infrastructure
- Sufficient campaign volume for optimisation
- A commitment to ongoing performance management
The specific requirements depend on the campaign model.
Programmatic advertising or traditional display advertising?
Both approaches use digital advertising placements, but differ in how they are planned.
With traditional display advertising, the focus is often on a specific media environment or a fixed placement on a website.
With programmatic advertising, ad delivery is automated and guided more strongly by audience, data and performance criteria.
Depending on the campaign objectives, both approaches can be appropriate and complement each other.
Reporting and campaign management
Transparency about ongoing performance is important for programmatic campaigns.
Trebbau supports campaigns with reporting and analysis of relevant metrics. Areas of analysis can include:
- Target audiences
- Advertising environments
- Advertising material performance
- Regional performance
- Costs and campaign development
This provides a basis for making adjustments during the campaign and using the findings to inform further activities.
Why choose Trebbau for programmatic advertising?
Trebbau combines programmatic campaign management with experience in media planning, audience targeting and cross-media direct marketing.
We therefore view programmatic advertising as part of a wider media strategy rather than as an isolated technology.
Depending on the campaign objectives, programmatic activities can be combined with display advertising, video ads, social media or other digital and traditional channels.
Plan your programmatic campaign with Trebbau
Would you like to reach digital audiences through automated, data-driven advertising or manage existing display campaigns with a stronger focus on performance?
Together, we assess your target audience, campaign objectives, available data, suitable inventory and relevant KPIs to develop an appropriate programmatic strategy.
Speak to or use our contact form.
Frequently asked questions about programmatic advertising
No. Real-time bidding is one possible method within programmatic advertising. Programmatic advertising also encompasses data-driven campaign planning, ad delivery and optimisation.
Programmatic advertising is often implemented using standardised digital display formats. Depending on the campaign and inventory, other digital formats can also be bought programmatically. The specific formats available depend on the inventory used and the campaign model.
Yes. Campaigns can be analysed and adjusted continuously using defined KPIs. Trebbau supports this optimisation with reporting and campaign management.
In an open auction, advertising inventory is available to a wider range of market participants. In a private auction, access is restricted and can be more closely aligned with selected premium environments and defined conditions.
