Choice before
20.3 %* of Finns use an ad blocker online and 69 %* skip or fast-forward advertising whenever they can. The advantage of programmatic buying is not volume. It is which moments are left unbought.
01
When programmatic buying works
Programmatic buying works when the advertising has to move by moment, place and audience. One system buys placements across several media, so the budget can shift mid campaign to where it delivers. It also works when a campaign has to be changed quickly. We plan, build and optimise the mix that fits the objective at hand, and we do it precisely.
02
A few lessons from the channel
The same campaign run programmatically and as a direct buy produces the same ranking of formats. The way media is bought does not change which ad works. Retargeting scales in dynamic product advertising: the audience grows without the cost of acquisition rising. In traffic campaigns it behaves the other way round. Buy only the moments and the places where the audience is. The advantage of programmatic is choice, not volume. Consumer response varies considerably between media, and the content of the message matters a great deal in relation to the objective. The mix that usually works divides the assets into three blocks: hero messages, consideration messages and tactical messages.
03
How we work
People do the work: a strategist, a planner, a specialist and an analyst. We build the buys ourselves and decide together with the client which media and placements are excluded. Where it helps, the Marketing Engine handles the part that repeats hundreds of times: updating the audiences, versioning the assets and maintaining the exclusion lists. We give every client the most modern tools in the field for gathering insight, running the advertising and following the results.
04
Sources
* NØRR3 Media Insights, Norstat panel, August 2026, n = 2 022, aged 18 to 74.
Examples of what we do
- Media strategy and channel selection
- Programmatic display, video and audio
- Programmatic out of home (pDOOH)
- Audience build and retargeting
- DCO and feed based ads
- Exclusion lists and brand safety
- Transparent pricing and reporting
Related Cases
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