Programmatic Display: Evolving Beyond Cookies
The landscape of programmatic display advertising has undergone significant transformation, largely driven by Google’s fluctuating stance on cookies. However, this period of uncertainty has led to surprisingly positive outcomes. While cookies remain a part of the ecosystem, we’ve also seen the emergence of innovative techniques that are reshaping how we approach digital advertising.
At Harvest Digital, we’ve embraced these changes, continually adapting our strategies to deliver effective programmatic display campaigns across Europe and North America. One of the most exciting developments we’ve incorporated is the concept of buying for attention.
Why Choose Harvest?
Attention-Based Buying: A New Frontier
Attention-based buying represents a shift from traditional impression-based models to a more nuanced approach that prioritises genuine audience engagement. This method allows us to: • Target ad units that are more likely to be seen and engaged with • Drive higher brand lift and sales by focusing on ads that capture and hold attention • Optimise investment towards partners, platforms, and campaigns that generate higher attention metrics Our partnership with attention measurement platforms enables us to leverage eye-tracking data and advanced algorithms to predict and purchase high-attention ad units. This approach not only improves campaign effectiveness but also provides a more accurate measure of an ad’s true value.
Integrating Programmatic with DooH
One area where we’ve seen particularly strong results is in the integration of programmatic display with Digital Out of Home (DooH) advertising. This combination has proven especially powerful for new market entrants looking to make a significant impact.
Looking Forward
As we continue to navigate the evolving programmatic landscape, Harvest Digital remains committed to staying at the forefront of innovation. We’re constantly exploring new technologies and methodologies to ensure our clients’ campaigns not only reach their target audiences but truly capture their attention and drive meaningful results. Whether you’re a new market entrant looking to make a splash or an established brand seeking to optimise your digital presence, our expertise in programmatic display, attention-based buying, and cross-channel integration can help you achieve your marketing objectives in this dynamic digital environment.
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THE OUT
62% surge in revenueTHE OUT
78% rise in bookings
Frequently asked questions
How does Harvest Digital’s approach to programmatic display differ in a post-cookie world?
Can you explain how attention-based buying works in programmatic display?
How do you integrate programmatic display with other channels like Digital out of Home (DooH)?
What metrics do you use to measure the success of programmatic display campaigns beyond traditional KPIs?
Find out more – contact us