This episode is a full hands-on breakdown of what programmatic advertising is, how it works end-to-end, and where it wins across channels like CTV, video, display, native, audio, DOOH, and in-game. We unpack the tech stack: DSPs, SSPs, ad exchanges, and walk through real-time bidding (RTB) in plain language. Then we apply it to a real case: Blue Sky, a consumer brand scaling beyond manual buys into an audience-first, multi-channel programmatic plan.

What you’ll learn

• Programmatic vs. manual buying: why audience-first beats site-first

• The ecosystem (DSP/SSP/Exchange), RTB flow, and common deal types

• Targeting & measurement essentials (first-party data, VTCs, ROAS/CPA)

• Where programmatic shines by channel (CTV, DOOH, audio, etc.), with Blue Sky’s playbook and KPIs

After listening, try the Blue Sky Outdoor Gear’s Digital case program in ⁠Marketing Case Bootcamp⁠ to put the playbook into actual practice.