Programmatic Technology Consulting


Programmatic Technology Consulting. Building best in class, bespoke programmatic technology stacks.

What are Programmatic Technologies? Why are they important?

Every successful programmatic campaign has technology at its heart. Programmatic technology is usually made up of several separate technologies, from media buying to measurement.

Programmatic technologies facilitate programmatic buying but also expand to areas such as planning, measurement, data segmentation and verification. There are multiple technologies on the buy and sell-side that interact with each other and plenty of options to choose from.

The technologies that are typically used by advertisers and publishers are outlined in the diagram below. Ad-servers, DSPs and Verification tools are very common technologies used by advertisers while DCO and DMPs are less common.

Buy side and sell side programmatic technology

The example above is far from an exhaustive list when it comes to programmatic technologies. There are many more technologies used on both the buy and sell-side of programmatic that add value in the media supply chain. A more exhaustive list can be found here!

Integrated and specialist technology stacks

A tech stack is defined as a set of technologies used by agencies and advertisers to execute their marketing campaigns.

Integrated Tech Stack

One vendor provides the full technology stack.

User experience

An optimised user experience is provided by an integrated tech stack as multiple technologies can be presented under a single UI. This leads to significant efficiency gains as advertisers can work seamlessly across the workflow.

Seamless data transfers

Data transfer between technologies is simpler and more secure. It is often seamless and doesn’t require any manual data entry. This saves more time when setting up campaigns compared to some specialist stacks.

Wide range of features

When technologies are integrated within a stack, a wider range of features may become available that wouldn’t be otherwise. For example, the availability of cost data in centralised reporting.

Specialist Tech Stack

A technology stack that is provided by multiple vendors.​ Each technology is typically selected independently of one another.

Specialist features

Technologies that are focused on a particular specialism can often release new features in their area of expertise quicker than those supplying multiple technologies.

Meets precise requirements

Advertisers have plenty of choices when building their technology stack. Each technology in the stack can meet specific requirements and the advertiser can meet their requirements while avoiding paying for features that aren’t required.


Independent technologies often do not have any other incentives that could influence their specialism. This focuses what the technology provides on what is best for the advertiser.

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Why advertisers need to select the right technology

Historically programmatic technologies were selected by an advertiser’s agency. The chosen technologies were those that benefitted the agency operationally or commercially. Without enough research or diligence being conducted on the benefits of each technology by the advertiser, they can be at risk of spending in technologies that don’t meet their requirements.

Each tool should have their own technical and operational requirements with the goal of meeting specific, measurable use cases. Without this, marketers could:

  • Miss out on unique features
  • Fail to activate priority use cases
  • Overpay for features
  • Not receive enough support

For example, “Activating our most valuable audiences from CRM in our DSP” is a far more measurable use case than, “maximising the use of data in programmatic”. Specific use cases can help inform the specific requirements needed from technology.

How we can help

We believe that there is no “best technology on the market”, only the best technology for our client’s requirements. We scope advertiser requirements with our clients and empower them to select their ideal technology.

Our selection process saves advertisers time and brings hands on keyboard experience to the client. Each process is bespoke due to the focus on our clients unique requirements. We are 100% impartial and judge the performance of vendors accordingly.

While we help our clients select and implement all programmatic technologies, we specialise in the following:

Ad-Servers & Analytics
  • Ad-servers and analytics platforms are at the heart of digital media measurement.
  • The Programmatic Advisory ensures that our advertisers find the platforms that centralise media tracking, integrate with their existing technology stack and are futureproofed for the changing digital landscape.
Verification Providers
  • An effective brand safety strategy understands the risks of media buying and puts in place measures to protect the brand from damaging, inappropriate and unsafe content
  • The Programmatic Advisory believes that brand safety approaches should be bespoke to every brand in order to be able to partner with technologies that meet their specific requirements
  • We can help you review your brand safety: right from how to get started all the way to the impact brand safety will have on your eventual campaign planning

See how we conducted a brand safety review with a global gaming brand here.

Demand Side Platforms (DSPs)
  • DSPs are more than just their ability to target users and buy media.
  • Our framework analyses DSPs on a variety of factors, including but not limited to; commercials, use cases, cultural fit and of course, technical requirements.
  • Over the course of several RFP processes for DSPs providers, we have generated hundreds of technical requirements to find the perfect fit for our clients.
Dynamic Creative Optimisation (DCO) & Creative Management Platforms
  • DCO allows advertisers to personalise creative on mass. It greatly increases the efficiency of creative produced, and ensures that ads are as relevant as possible.
  • Creative Management Platforms allow advertisers to produce hundreds of creative efficiently while maintaining creative control. They ensure that advertisers understand what is resonating with audiences whether it colours, images or calls to action.
Data Management Platforms (DMPs)
  • Data Management Platforms collect, aggregate, segment and analyse user data from multiple sources before distributing it to marketing technologies. They provide marketers with a single view of their users that enables use cases such as driving greater efficiencies in marketing and streamlining the user’s advertising experience.
  • DMPs face multiple challenges when trying to achieve this. For example, closed ecosystems restrict the data that can be ingested into DMPs and the blocking of third-party cookies has made it more difficult to recognise users across technologies. We work with our client’s to identify challenges like these and select the platforms that can overcome them.

Our Case Studies

  • The Programmatic Advisory worked with a UK based retailer to review their programmatic tech stack. We audited their existing programmatic capability and defined a long term strategy which included the need to review their DSP and, more specifically, invest in a DMP.
    TPA invited four DSP / DMP providers to pitch to the advertiser. We wanted to find a technology provider to prove the value of programmatic without significant upfront investment. Read more here.
  • In this whitepaper, we feature a programmatic technology action plan: highlighting any key areas that marketers should consider when building their programmatic tech stack.

Who we are

The Programmatic Advisory provide impartial advice to empower advertisers. It’s been our approach since our inception and it’s never been more important than today. We have zero conflict in our business so are best placed to build the technology stacks that reflect our client’s requirements.

Contact The Programmatic Advisory to gain confidence in programmatic today!

how can we help you?

connect with us to find out more about The Programmatic Advisory.