What Is Programmatic?
Automated buying that uses data and software to reach the right person, in the right place and moment, at the right price. In NZ, programmatic powers the majority of digital display activity and spans desktop, mobile, video, audio, CTV and DOOH. (See overview, p2.)
How It Works (in milliseconds)
- User visits a site/app → ad slot identified.
- SSP/exchange sends bid request with page/user context.
- DSP evaluates against campaign rules and bids.
- Highest valid bid wins → ad serves instantly.
- Ad server/DSP track impressions, clicks, conversions. (Process diagram, p3.)
The Programmatic Ecosystem
Advertiser
Sets goals, budgets, targeting.
DSP
Buys across exchanges; optimisation & reporting.
SSP/Exchange
Publishes inventory, runs auctions.
Publisher & Ad Server
Hosts inventory; tracks, caps, verifies. (Ecosystem map, p4.)
Common Formats
Display & Native
Cost-effective reach; integrates with content.
Video & CTV
High attention via in-stream/outstream & streaming TV.
Audio
Screen-free moments; strong recall.
DOOH
Digital billboards & place-based screens. (Format grid, p5.)
Benefits
Transparency
See sites, costs, performance.
Targeting
1P/3P data, contextual, geo, demo.
Efficiency & Flexibility
Real-time optimisation, instant changes.
Scale
Millions of sites/apps via one platform. (p6.)
Types of Programmatic Deals
Open Exchange
Max reach; variable quality.
PMP / Preferred
Premium with first-look/fixed price options.
PG / Automated Guaranteed
Reserved inventory, fixed CPM.
Curated Marketplaces
Themed packages across sites. (Deals table, p7.)
Targeting Options
- Contextual, Behavioural, Demographic, Geo.
- First-party CRM audiences & lookalikes/intent segments.
- Combine for precision + scale. (p8.)
Key Metrics to Track
- Impressions & CPM for reach/efficiency.
- Clicks/CTR/CPC for engagement.
- Viewability & Attention for exposure quality.
- Conversions & CPA for ROI; Brand lift where applicable. (p9.)
Platforms Available in NZ
The Trade Desk
Open-web scale; strong omnichannel.
DV360
Google/YouTube access; GA/measurement ties.
Adform
Full-stack with built-in DMP/Studio.
Niche
Quantcast, Yahoo DSP, Teads. (p10.)
NZ Publisher Access
NZME & Stuff
National news & audio; huge monthly reach.
TVNZ / ThreeNow
BVOD/streaming video at scale.
Trade Me
High-intent marketplace audiences.
DOOH/Audio
Spotify, QMS, oOh!, VMO. (publisher list, p11.)
Programmatic vs Direct IO
Speed & Scale
Instant + global vs negotiated + limited.
Targeting
Dynamic layers vs limited.
Optimisation
Real-time vs constrained mid-flight.
Transparency
Granular logs vs fixed placements. (comparison, p12.)
Key Considerations
- Match inventory to audience.
- Monitor pacing & frequency.
- QA creatives/trackers rigorously.
- Use pre-bid brand safety & fraud filters. (p13.)
When to Use Programmatic
- Multi-format or multi-region reach with real-time optimisation needs.
- Data-driven targeting, retargeting, and flexible budget allocation.
- Testing new markets/segments efficiently. (p14.)
Creative Strategy
- Supply multiple sizes (300×250, 728×90, 160×600, 970×250).
- Refresh every ~2–3 weeks; test CTAs/images methodically.
- Consider DCO for high-volume segments; balance weight vs load time.
- Use sequential messaging for remarketing. (p15.)
Reporting & Transparency
Dashboards
Automate daily/weekly/monthly reports.
Supply Path Analysis
Audit site lists, fees, and quality.
KPIs
Viewability, CTR, attention, conversions.
Optimisation
Shift budgets to out-performers. (p16.)
Platform & Supply Path Strategy
- Blend PMP/PG for quality + scale; don’t over-rely on open exchange.
- Track SSP performance by partner; use deal IDs & SPO to cut fees. (p17.)
NZ Benchmarks (Indicative)
CPM
~$10–$25 (by channel/targeting).
CTR
~0.13–0.3% (format-dependent).
Viewability
~65–80% typical targets.
CPA (Lead Gen)
~$40–$80 with optimisation over time. (p18.)
Benchmark against your own history first — context and objectives drive what’s “good”.
How KBR Supports Programmatic
DSP selection & setup
Right platform mix, clean integration, and taxonomy.
Build & trafficking
Structure, audiences, bidding, pacing, QA.
Creative testing & frequency
A/B frameworks, refresh cadences, DCO.
Supply path & reporting
PMP/PG strategy, verification, dashboards, actionable insights. (p19.)
Ready to Run Programmatic Better?
We’ll review your strategy, partners, and stack — and lift transparency, attention, and ROI. (p20.)