When most people think about digital ads, they think of paid search and paid social: Google, Facebook, Instagram, TikTok etc. And fair enough, those platforms still do the heavy lifting for our performance marketing here at Clean Digital.
But sometimes, brands want to go beyond the usual suspects and that’s where programmatic advertising comes in.
At Clean Digital, we run programmatic campaigns through our partner platform StackAdapt, giving us the ability to test new formats and channels, without our chosen scope.
So…what even is it?
At its simplest, it's is an automated way of buying ad space. Instead of phoning up publishers or haggling over banner placements like it’s 2009…
…we use technology that bids in real-time across thousands of websites, apps, connected TVs (Disney, Channel 4), and even billboard, bus stops more.
Think of it as a bigger playground than Google and Meta, just with rules, targeting, and reporting that keep everything in check.
Where it adds value
It's is not something we will recommend to everyone. But in the right situation, it brings genuine benefits:
- Awareness at scale - showing up in more places
- Smarter targeting - not just age and location, but behaviours, interests, and context
- Multi-format coverage - display, video, native, audio, CTV… you name it
- Premium environments - we are talking respected publishers, not random pop-ups
Programmatic + PPC = better together
Here is the thing…it's not a PPC replacement. Instead, it works best alongside them:
- Programmatic builds awareness where your audience naturally hangs out
- PPC captures intent once they are ready to act
Together, they create a customer journey that feels linked and seamless, rather than hoping someone remembers your ad from weeks ago and Googles you by chance.
We chose StackAdapt because their platform is transparent, feature-rich, and gives us access to the kind of premium inventory our clients actually want. It means we can run programmatic with the same performance-first mindset we bring to PPC - minus the faff.
The takeaway
Programmatic is not for everyone. But if you are looking to broaden your reach, tell your story across multiple formats, or strengthen your funnel, it can be a powerful addition.
At Clean Digital, we will only recommend it if it’s a genuine fit for your goals and when it is, we have got the tools (and StackAdapt partnership) to make it work.
If you'd like to learn more, get in touch!
FAQs
What is programmatic advertising?
Programmatic advertising is an automated method of purchasing digital ad space. Unlike traditional approaches where you might negotiate placements manually, programmatic uses technology to bid on ad spaces in real time across various platforms and formats, such as websites, apps, connected TVs, and even out-of-home locations like billboards and bus stops.
How does programmatic advertising differ from PPC?
While both programmatic advertising and PPC are integral components of a digital marketing strategy, they serve different purposes. Programmatic advertising is about building awareness across a wide range of environments by targeting behaviours, interests, and contexts. In contrast, PPC is focused on capturing user intent at the moment they're ready to act. Together, they create a cohesive customer journey that is both wide-reaching and highly targeted.
