000° · Programmatic
Buy the impression, not the detour.
An ad auction takes about as long as a blink. In that time your bid can pass through more intermediaries than you would ever approve in a contract. We buy programmatic media by first deciding which of them deserve to be there.
What we run
Every screen, one buying logic.
- Display & nativeProspecting and retargeting across the open web, with site lists we can show you and frequency managed across exchanges.
- Online video & connected TVStreaming and in-stream inventory bought on completed views and verified delivery, with household-level frequency caps where the platform supports them.
- Audio & podcastStreaming audio and dynamically inserted podcast ads for the moments when eyes are busy.
- Private marketplaces & direct dealsNegotiated access to named publishers when the open exchange cannot guarantee quality or scale.
- Retail & commerce mediaOn-site and off-site placements using retailer audiences, planned alongside the rest of the buy instead of in a separate silo.
- Contextual & first-party audiencesTargeting that works with consented data and page meaning, built to hold up as identifiers come and go.
Anatomy of a bid
What happens between your budget and the page.
Every hop takes a fee or adds a risk. Supply-path optimisation is the unglamorous work of removing the hops that add neither reach nor quality.
- AdvertiserBudget, audience rules and creative leave your side.
- DSPThe buying platform values each impression and places a bid.
- ExchangeBids meet supply. We check ads.txt and sellers.json to confirm who is authorised to sell.
- SSPThe publisher's selling platform. Ideally one hop from the page, not three.
- PublisherThe ad renders, and verification confirms it was viewable, human and in the right place.
Controls
Set before launch, not after the screenshot.
Inclusion lists
We buy from lists of approved sites and apps rather than relying on block lists to catch what should never have been eligible.
Fraud & viewability
Independent verification on every campaign. Invalid traffic is disputed and credited, and the source is removed.
Made-for-advertising filter
Pages built to harvest ad auctions are excluded even when their metrics look excellent, which they usually do.
Log-level review
Where platforms provide it, we read impression-level data to see what was actually bought, at what price, through which path.
Straight answers
Questions buyers ask us.
How do you charge for programmatic?
Our fee is stated separately from working media and from technology costs. You see what the platform charged, what data cost, what we charged, and what was left to buy impressions. We do not arbitrage inventory or mark up media.
Do we have to move to your platform seat?
No. We can operate in your own platform accounts so that data, history and contracts stay with you. If you do not have a seat, we will recommend an arrangement and explain the trade-offs in ownership.
What about the end of third-party cookies?
We plan as though identifiers are unreliable, because in a large share of browsers they already are. That means investing in first-party data, contextual signals and measurement methods such as holdout tests that do not depend on following one person around the web.
When is programmatic the wrong tool?
When the audience is tiny and already known, when a handful of direct publisher relationships would do the job, or when tracking is too broken to tell whether it worked. We will say so.
Bring us the number
you actually answer for.
Tell us what you sell, who buys it and what the business needs from media this year. We reply with a point of view, not a deck.
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