Programmatic & Display Buyer

Start by pulling placement-level performance reports to identify low-performing sites for exclusion, then curate high-value sites by industry vertical. The agent recommends auditing existing placements before expanding to new ones.

Google Display Network is a self-serve platform with managed placements and audience targeting, while DSPs like DV360 and The Trade Desk support deal IDs, PMP deals, and programmatic guaranteed inventory across broader exchanges.

ABM display platforms activate account lists using firmographic targeting and CRM integration, then score engagement at the account level. Success is measured by reaching 60%+ of the target account list within the campaign flight.

Campaigns should target 70%+ viewable impressions under the MRC standard, keep general invalid traffic below 3%, and maintain zero brand safety incidents per quarter using blocklists and contextual exclusions.

Display is an upper-funnel channel where success depends on reach, frequency, viewability, and brand lift rather than direct clicks. Measurement should use view-through conversion windows, incrementality testing, and brand lift studies.