Programmatic & remarketing.
Display/video inventory bought automatically at auction: DV360, DSPs, native networks. I use it as an awareness and remarketing layer; I watch frequency, viewability and brand-safety metrics closely.
DSP · DV360Programmatic buying
Buying inventory from multiple ad exchanges in one panel; audience data, frequency caps and placement control. Makes sense at large budgets and in video/CTV.
- Audience and placement lists
- Frequency cap and viewability target
- Brand-safety settings
Retargeting · RemarketingRe-engagement
Reaching people who visited but didn't convert, across platforms: Google, Meta, programmatic. Layered audiences built on signals like cart abandonment, product views and page depth.
- Audience layers and lookback windows
- Dynamic product ads
- Frequency and exclusion (customers) discipline
Audience strategyFirst-party data
Bringing CRM lists, customer segments and site behaviour into the ad platforms; lookalikes and exclusions.
- Customer list uploads (Customer Match, Custom Audiences)
- Lookalike and exclusion logic
- Data flows compliant with consent management
When it is the right channel
Programmatic opens after a meaningful audience has accumulated on the site. Budget spent before there is visitor data buys untargeted impressions. Traffic is built with search and social first, the audience fills, then remarketing goes live — in that order.
How I set it up
I start from first-party data: site visitors, cart abandoners, customer lists. Lookalikes are built on top of that, not the other way round. Frequency caps and converter exclusions are defined on day one; without those two, remarketing becomes intrusive and damages the brand.
What I don't do
I don't run blind across broad inventory with no brand-safety controls. And I don't report view-through conversions in the same table as clicks — they are not the same thing, and mixing them makes the channel look bigger than it is.
Want to talk about a topic?
I'll walk you through how the approaches in these posts work on real accounts.