Programmatic - DV360 or independent DSP, only when the math is real.
For accounts spending >$500K monthly across channels. We open programmatic only when the top-of-funnel is exhausted on managed platforms, and only against a documented post-install measurement plan.
What we actually run on this channel.
Every structure below maps to a decision your finance team should have a view on - not a template we run because the platform recommends it.
DV360 App
Google-stack programmatic for accounts already deep on Google infrastructure - Firebase, GA4, Ads Data Hub.
Independent DSP
AppLovin, Moloco, Liftoff, Vungle - chosen per category and post-install-event signal, not per rep relationship.
CTV / OLV
Only when creative can measure app-installs downstream via a clean MMP config. Not a brand-halo play.
OOH / digital hybrid
Reserved for launch moments - never as a monthly line item.
How we take this channel from zero to compound.
Same four-beat wave as our organic practice. Nothing about paid earns a different rhythm.
Signal audit
MMP config review, event-schema audit, and fraud-signal baseline. If any of the three fail, we don't launch.
DSP shortlist
2–3 DSPs matched to your category and event shape. Test budget scoped per DSP.
Read-and-kill
Post-install metrics only. DSP-reported clicks and installs are watched but never used as a decision input.
Compound
Winning DSPs graduate to scale. Losers cut with a written note on why - no soft-cycling old vendors.
- Programmatic uses your existing paid creative library - same rotation cadence as your managed channels.
- Category-specific creative variants briefed only for CTV / OLV where format demands it.
- No 'DSP-native' creative shortcut - every asset ships to your library for reuse.
- MMP source-of-truth, always. DSP-reported numbers logged but never used to steer spend.
- Fraud-signal audit monthly - invalid traffic, bot install patterns, geo anomalies.
- Board-ready monthly deck comparing DSP performance to your managed-channel baseline.
- Below $500K/mo total spend, programmatic is off the table - the fixed cost of clean measurement isn't worth it.
- Programmatic is reserved for $500K+ a month total ad spend. The fee is agreed case by case.
- Media spend billed to you directly by the DSP. Fraud disputes handled by us, on your paper, at no fee.
Questions we get about this channel.
Why not just run programmatic from day one?+
Because the fixed cost of a clean measurement stack - MMP config, event schema, fraud audit - is only justified when the total ad budget clears $500K/mo. Below that, spend the money on managed channels and creative.
Which DSPs do you prefer?+
None categorically. We shortlist 2–3 per account based on category, event signal, and current auction dynamics. Rep relationships don't get preference.
Do you handle fraud disputes?+
Yes - invalid-traffic audits, geo-anomaly reports, and dispute filing on your paper. No separate fee for it.
What about CTV?+
Only when the creative can measure app-installs downstream via a clean MMP config. If it's a pure brand-halo play, we'll say so and suggest a different budget.
Want us to scope paid UA on this channel?
45-minute audit. You leave with a written unit-economics read on whether this channel is worth your next dollar of spend.