Programmatic Advertising
Built Around Your Business Goals
Sentius is an independent, direct media buying agency providing integrated strategy and programmatic campaigns across digital and traditional media in Australia. Access premium digital inventory outside search and social platforms, and reach high-value customers across the channels and platforms they use every day.
What Is Programmatic Advertising?
Programmatic advertising uses software to buy digital ad space automatically, in real time. Advertisers set the audience, placements and budget, and a demand-side platform (DSP) buys each impression across websites, apps, streaming services, audio and digital screens.
Programmatic has changed where and how businesses can advertise online. Your customers aren't only on search and social. They read news, watch streaming television, listen to digital audio, browse premium websites and use mobile apps throughout their day.
As an independent, direct media buying agency, Sentius helps brands reach these audiences across the wider digital ecosystem. Digital media buying through programmatic channels works alongside search advertising and paid social rather than replacing them, building brand visibility, influencing consideration and generating measurable business outcomes.
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Programmatic Advertising as Part of an Integrated Media Strategy
Programmatic works alongside search, social and traditional media to give brands greater reach across the customer journey. We connect activity across channels and networks including CTV and BVOD, digital audio, digital out-of-home, mobile and premium publishers, and integrate these with the rest of your marketing.
Our strategy-first approach brings media, data and creative together from the beginning. Our teams work together so every campaign is built around clear business objectives, the right media mix and creative that connects with your audience. The result is an integrated media strategy that unites data, creativity and technology to deliver measurable growth across every channel.
Request consultation →Where Your Programmatic Ads Can Run
Programmatic campaigns can be bought across a wide range of digital environments. We choose the mix that fits your audience, objectives and budget.
Programmatic Display and Native
Banner, native and rich media formats on premium news, lifestyle, business and specialist publishers across the open internet.
Explore display and native advertisingOnline Video, CTV and BVOD
Video campaigns across connected TV, broadcast video on demand and premium online video.
Explore CTV and BVOD advertisingProgrammatic Digital Audio
Reach listeners across streaming audio, digital radio and podcasts.
Programmatic Digital Out-of-Home
Place ads on digital screens across outdoor, retail and transport environments, bought programmatically so timing and location can respond to your campaign.
Explore digital out-of-home advertisingMobile Apps and Premium Publishers
Reach audiences inside the apps and sites they use every day, with control over where ads appear.
Direct DSP Access, Precise Targeting and Real-Time Optimisation
Put your brand in front of the right people, in the right environment, at the right time. Our direct demand-side platform (DSP) for the open internet gives us access to first and third-party data and supports programmatic planning, buying and optimisation of data-driven digital campaigns.
This lets us reach the right people across the places they consume media, while controlling where ads appear and how often they are seen.
Campaigns are monitored and optimised in real time, so targeting, placements, creative and budget are adjusted based on what is working. Clients get smarter targeting, greater transparency and measurable performance.
Request consultation →Why Choose Sentius for Programmatic Advertising?
Strategy first: every campaign starts with your business objectives, and client outcomes come ahead of channel selection
Programmatic planned together with search, social and traditional media, so campaigns are integrated around your goals
Direct DSP access to premium inventory
Precise targeting using first and third-party data
Real-time optimisation of targeting, placements, creative and budget
Transparent reporting tied to your campaign objectives
Our Programmatic Advertising Process
We begin by understanding your business objectives, audience, competitive landscape and campaign goals.
Audience insights, channel selection and creative direction are combined into a tailored digital media strategy designed to maximise campaign performance.
Audience segments, creative assets and campaign settings are configured and prepared for launch across the selected digital environments.
Campaign performance is continuously monitored and refined, with targeting, placements, creative and budget allocation adjusted to maximise results. We are constantly testing, learning and refining.
Following campaign completion, we analyse performance, identify key learnings and provide strategic insights and recommendations.
Frequently Asked Questions
What is programmatic advertising?
Programmatic advertising uses software and algorithms to buy digital advertising space automatically in real time. Instead of negotiating directly with individual publishers, advertisers set target audience parameters, budgets, and goals within a Demand-Side Platform (DSP), which bids on ad inventory across thousands of websites, apps, and streaming platforms instantly.
How is programmatic advertising different from Google or Meta Ads?
While Google and Meta Ads operate within closed ecosystems ("walled gardens"), programmatic advertising opens access to the broader open web. It allows you to buy ad placements across premium news sites, Connected TV (CTV/BVOD), digital out-of-home screens, audio streaming services, and niche mobile apps using centralized data and targeting.
What types of advertising can be purchased programmatically?
Programmatic advertising covers a wide range of channels and formats, including display banners, native ads, online video, Connected TV (CTV) & Broadcast Video on Demand (BVOD), digital audio (podcasts and streaming radio), mobile app placements, and Digital Out-of-Home (DOOH) screens.
Is programmatic advertising suitable for brand awareness campaigns?
Yes. Programmatic is exceptionally effective for brand awareness because of its high-impact visual formats (such as CTV and high-impact display) and broad reach across premium publishers. It allows brands to build reach and frequency among very specific target demographics before guiding them down the funnel.
How do you measure campaign success?
Campaign success is measured using KPIs tailored to your business goals. For awareness, we track metrics like viewability, completion rates, and reach. For performance and conversion campaigns, we track click-through rates (CTR), cost per acquisition (CPA), return on ad spend (ROAS), and post-view or post-click conversions.
How much does programmatic advertising cost?
Programmatic advertising is flexible and typically purchased on a CPM (Cost Per Mille / thousand impressions) model. Costs vary depending on target audience specificity, media format (e.g., display vs. Connected TV), and inventory premium. We structure media plans to fit your budget and maximize ROI.
Is programmatic advertising suitable for small and medium businesses?
Absolutely. Thanks to granular audience targeting and geographic fencing, small and medium businesses can execute localized programmatic campaigns without wasting budget on irrelevant audiences or non-target regions.
How does programmatic buying differ from traditional media buying?
Traditional media buying involves manual negotiations, fixed insertion orders, and static placements with limited agility. Programmatic buying automates real-time bidding, offers instant optimization, uses data-driven audience targeting instead of broad channel assumptions, and provides transparent performance reporting.
Explore Related Media Services
Media Strategy & Buying
See how programmatic fits into an independent, integrated media plan.
Explore media strategy and buyingChannels & Networks
Explore the CTV, audio, digital out-of-home and publisher channels we buy across.
Explore channels and networksTechnology & Data
Learn how our DSP, first-party data and attribution support every campaign.
Explore technology and dataGet a Programmatic Media Strategy for Your Business
Book a free strategy consultation to discuss your goals and current media activity. We will help you identify opportunities across your media mix and the media strategy that suits your business and growth goals.