'Inbound & Down' S02 E11: How We do Programmatic Buying (and How it's Different)

Ali Magno

Ali Magno
Published November 21, 2017


On this episode of 'Inbound & Down,' co-hosts Jon Sasala and Danielle Esposito dive into the world of programmatic buying, explaining what it is, and discussing how Morey Publishing approaches it differently than most agencies. They also bring on a very special guest.

So, what is programmatic buying?

Have you ever seen ads at the top of your search engine result pages, or maybe display ads on the side of web pages, and wondered how they got there? Those are from programmatic buying. Programmatic buying, simply put, means spending money online buying digital ads.

"But more importantly than just spending online, it's more about spending for the right audience," explains Dane Seltenreich, digital advertising czar at Morey Publishing.

"the more specific that you get, the less of an audience that you're going to hit, but the more targeted that set audience is..."

You're spending money on this advertising, so the goal isn't to merely get your ads in front of as many people as you can, it's to reach the right people, who will convert into customers.

"It comes down to how specific can you get to the audience that your client is trying to target, so the more specific that you get, the less of an audience that you're going to hit, but the more targeted that set audience is," continues Seltenreich.

We use several different programs at Morey Publishing to manage the programmatic spending for our clients. Among these:

One reason we love programmatic spending is re-targeting. This is a way for marketers to help convert website visitors into customers, by ensuring specific advertisements "follow" them around the internet, and ultimately enticing them to revisit and make a purchase.

We have a different approach to our programmatic spending at Morey Publishing than perhaps other marketing agencies. Since we typically build websites from scratch, Google won't immediately return them in its top results for any keyword. They need to be indexed, and it naturally takes time to begin ranking and growing our organic visits. We use programmatic spending to offset this and help boost our SEO efforts.

Key Takeaways From This Episode:

  • Programmatic spending is a great way to drive qualified leads to your website.
  • Re-targeting is an effective way to bring visitors back to your website to make a sale.
  • When done properly, programmatic spending can help boost your SEO efforts.


Have any questions or topic suggestions? Comment below or email us at mpstudios@moreypublishing.com. 

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