Best Methods of Programmatic Display Buying

By taking a few digital marketing courses at the University of Michigan-Dearborn, I have a learned a lot about programmatic display. Therefore, I have learned and deemed below my ‘best methods of programmatic display buying’. Also, this page is a work-in-progress so I will be adding more content over time. In addition, if you would like to learn more, please check out my colleagues website below:


First of all, the Display Network is different than the Search, which I discussed on my other page, in AdWords. Search allows you to find customers who are already searching for you. While Display puts your ad in front of the right customer at the right time, even if they’re not searching.

‘Best Methods of Programmatic Display Buying’: Targeting …

Audience based targeting might be one of the most popular targeting methods. It involves purchasing and supplying ads to specific customer segments. It might include household income, age, gender, relationship status, education or demographic characteristics. Audience targeting may focus on physical and other attributes, while behavioral targeting focuses on action. It looks at website traffic, and products users have viewed or even purchased.

Also, there is a method known as re-targeting. Ever wonder why an ad seems to follow you around after you visit a particular website? Say you looked at the redesigned Buick Lacrosse a few times. As a result, you start seeing ads for that vehicle on Facebook, YouTube, etc. This is because of re-targeting, which basically uses cookies to track where you have been and what you look at. Similarly, cross-device acts like re-targeting but notes which devices a user visits particular pages on; and, serves the ad on that device.

Programmatic Display Buying

In addition, there is geotargeting, which is a customized method based on behavior and identity profiles laid over a specified geographic area. Lastly, there is contextual targeting, which looks at the topic or keywords of a website that users are viewing. It then serves them ads that are relevant to that specific page. Furthermore, choosing an advertising method that is right for your business depends on your goals and your budget.