PROGRAMMATIC ADVERTISING FOR B2C
The Growth Channel You Haven’t Fully Tapped
Most brands keep pushing more budget into the same channels, hoping for different results. Programmatic advertising—across CTV, streaming, display, audio, and digital out-of-home—is where new demand is being created.
Display, video, and CTV ads that reach real people and drive real revenue.
For most brands, programmatic has been the channel they know they should be doing more with but haven’t been able to justify because no one could tell them what it was actually driving.
Meanwhile, search is getting more expensive, paid social is increasingly competitive, and the audiences that would respond to your brand are spending more time on streaming platforms, audio, and connected TV than ever before.
We treat programmatic the same way we treat every other channel: as an opportunity to generate net new demand, measured by real business outcomes.
Our Programmatic Ad Management Methodology
1. Audience + Channel Strategy
We start with where your customers actually spend time. Streaming TV. Audio. Websites. Out-of-home.
Then, we build the channel and provider mix around that to reach them effectively.
Before any budget moves, we establish how performance will be measured so we’re not reverse-engineering attribution.
2. Build + Launch
We structure campaigns to balance reach with control. That includes audience targeting, frequency management, and creative formats built for how people actually engage with each channel.
Tracking and incrementality testing frameworks are set up before launch, so we’re measuring real impact from day one.
3. Measure + Optimize
We don’t report on platform metrics and call it a day. We use incrementality testing to understand what programmatic is actually contributing to growth.
Then we adjust: shifting budget, refining targeting, and improving creative based on what’s working.
You get reporting that connects programmatic investment to business outcomes. Not just a slide of impression counts.
$500 Million
in managed media spend
73% NPS
average client Net Promoter Score
18 Years
of Media, SEO, Creative, and Measurement
The Silverback Difference
Who cares about metrics if they don’t impact your goals?
01.
We make your goals our goals
Hitting your goals isn’t just about measuring your success—it’s how we measure ours.
02.
We keep you ahead of the curve.
We run thousands of media tests every year to understand what works and what’s next.
03.
We help you explain your wins to your boss.
Our custom reports, tailored to your stakeholders, clearly prove marketing’s impact on the business.
OUR PROGRAMMATIC ADVERTISING SERVICES
Programmatic that buys attention, not just impressions.
What’s Included in Programmatic Advertising Services?
Ever wonder what all those programmatic impressions actually did for revenue? Most agencies can’t tell you. Silverback buys programmatic ads against real audience data and measures investment against revenue outcomes, so the black box finally opens.
Programmatic Strategy + Channel Planning
We define how programmatic fits into your broader media mix: where it can generate demand that search and social can’t, how to sequence it alongside your other channels for maximum impact. This includes budget allocation, channel prioritization, and setting realistic expectations for what programmatic contributes at each stage of growth.
Provider Selection + Management
We select and manage the right mix of platforms and direct buys—StackAdapt, The Trade Desk, MNTN, and others—based on where your audience actually is and what buying approach gives you the most control and measurement capability. No platform allegiances, no default recommendations.
Audience Targeting + Data Strategy
We build targeting around first-party data, behavioral insights, and contextual relevance to reach the right people without over-relying on broad, demographic assumptions. As platforms expand their first-party audience capabilities, we make sure you’re using the targeting options that actually reflect your best customers.
CTV / OTT Campaign Management
We run campaigns across streaming platforms like Netflix, Hulu, and Peacock, built for measurable outcomes, not just reach. We’re positioned to use CAPI solutions and improved audience targeting to treat these platforms as real performance channels.
Streaming Audio Campaign Management
Streaming audio reaches audiences in moments when visual channels can’t. We build campaigns across platforms like Spotify and Pandora to extend that reach without cannibalizing other channels.
Display + Rich Media Campaign Management
We manage display campaigns across the web with an emphasis on placement quality and audience precision. The goal is reach that actually contributes to outcomes, not impressions that pad a report.
Digital Out-of-Home (DOOH) Campaign Management
We extend campaigns into real-world environments, connecting digital audience targeting with physical placement to reach customers across the full arc of their day.
Creative Coordination
We work closely with our Performance Creative team to develop assets tailored to each channel and format so creative aligns with how people actually engage. A 30-second CTV spot, a display banner, and an audio ad each need a completely different approach.
Conversion Tracking + CAPI Integration
We set up tracking that reflects real business outcomes so programmatic performance can be measured accurately. Where platforms offer CAPI solutions, we implement them to close the measurement gap between programmatic and performance.
Brand Safety + Placement Quality
We control where your ads appear. That means managing inclusion and exclusion lists, monitoring placement quality, and making sure your brand isn’t showing up somewhere it shouldn’t.
Incrementality Testing + Contribution Reporting
We measure what programmatic is actually contributing to growth, not what it’s taking credit for. That includes geo-based or holdout testing to isolate real life and reporting that gives you a clear answer on programmatic’s role in your media mix.
Ongoing Optimization + Budget Allocation
We continuously adjust targeting, creative, and spend based on incrementality results and real performance. Investment stays aligned to what’s actually driving growth.
Why Choose Silverback for Programmatic Advertising?
Work With UsPerformance, Not Just Impressions
Programmatic used to be treated as a brand awareness play. That’s changed. Streaming platforms are rolling out conversion APIs, first-party audience targeting, and built-in testing capabilities that make channels like CTV and streaming increasingly performance-oriented. We build programmatic campaigns with performance in mind from day one.
Measured by What Actually Moves the Business
Impressions don’t equal growth. Platform-reported metrics don’t either. We use incrementality testing to understand what programmatic is genuinely contributing: new leads, new customers, new revenue. That gives you a clear, defensible answer on how much to invest and when to stop.
Built for Your Audience, Wherever They Are
There’s no single “best” programmatic platform. We work across providers like StackAdapt, The Trade Desk, and MNTN, and also execute direct buys when it makes sense. The strategy is simple: go where your audience is, using whatever buying approach gets you there the most effectively.
FAQs
What is programmatic advertising?
Programmatic advertising is the automated buying of digital ad space across channels like streaming TV, websites, audio platforms, and digital billboards. It allows advertisers to reach specific audiences at scale, using data to guide where and how ads are delivered.
What’s the difference between programmatic and display advertising?
Display advertising is one type of programmatic advertising. Programmatic refers to the buying method—automated, data-driven ad placement—while display refers specifically to visual ads shown across websites.
Is programmatic only for brand awareness?
No. With better tracking, targeting, and testing, programmatic can now drive measurable business outcomes. The key is using the right measurement approach to understand its true impact.
How do you measure whether programmatic is actually driving results?
We use incrementality testing. That means measuring what programmatic is contributing beyond what would have happened anyway. It gives a clearer picture of impact than platform-reported metrics alone.
What programmatic platforms and providers does Silverback work with?
We work across platforms like StackAdapt, The Trade Desk, and MNTN, as well as direct buys with publishers and streaming services. The approach depends on your audience and goals.
What is CTV advertising and how does it fit into a media mix?
CTV (Connected TV) advertising reaches audiences on streaming platforms. It’s a strong channel for generating new demand and expanding reach, especially when paired with search and social to capture and convert that demand.
What is streaming audio advertising?
Streaming audio advertising places ads on platforms like Spotify and Pandora. It allows brands to reach audiences during moments when visual channels aren’t present, like commuting or working out.
How much should I spend on programmatic advertising?
You should invest up to the point where programmatic is driving incremental returns. We use testing to identify that point, so you’re not under-investing in opportunity or over-investing past diminishing returns.
How does programmatic work alongside paid search and paid social?
Programmatic creates demand. Search and social help capture and convert it. When all three are aligned, you get stronger performance across the entire marketing mix.
Ready to See What Programmatic Can Actually Drive?
If you’ve hit diminishing returns on search and social, programmatic is the next place to look. We’ll show you how to use it and what to expect.
