Programmatic Digital Advertising

The right message, at the right time, to the right person.

Unlike traditional forms of advertising, programmatic digital advertising is delivered on an individual level. This makes it possible to target users based on individual characteristics, behaviours and affinities no matter where they are on the web. Most importantly, it makes it possible to get a much higher return on your marketing investment because you don’t need to waste your budget talking to people who aren’t interested in your products.

Your online marketing can work harder.

Your customers live in a multi-screen world, so should your advertising.

H2 digital can navigate this multi-channel environment to ensure that we are reaching your audience as they move from mobile to desktop to their SmartTV or game console and beyond.

We can also tailor your campaign to the advertising formats that best suits your message, including:

  • Static or animated banner advertising
  • Native advertising
  • Video and pre-roll advertising

Targeting done smarter, better, faster.

We leverage a wide range of targeting techniques to effectively reach your customers.
Here are just a few that we employ:

Lookalike Targeting

Using pixel tracking technology, we can determine the attributes of converting customers and using those attributes find more users exactly like them.

Behavioural Targeting

We can target users by their online behaviour which tracks a user’s interests, site visitation and content consumption which would indicate an interest in a particular purchase or life change.

Contextual Targeting

We can also target users by matching placement, so users are seeing the ad while viewing associated or relevant editorial content.

Location Targeting

We can target users based on their current location or a past location that they’ve visited recently. We can also target them based on a physical, geographic radius to your business, if they have visited a competitor, or the postal code where they live.


At its core, retargeting (also called remarketing) keeps track of visitors who came to your website but didn’t convert. It attempts to bring them back by displaying targeted advertising as they visit other sites online. It’s a great way to turn window-shoppers and fence-sitters into new customers. Learn more about retargeting here.

What Is Programmatic Digital Advertising?

It is probably best explained with an illustration:

Imagine you are buying an ad in your local paper – but instead of paying a set price, you only pay for copies where a reader actually looks at the page your ad is on. And you only pay for copies where that particular reader’s behaviour and demographic profile align with the product featured in your ad.

Then take it even further. Imagine if you could change the message based on the particular quality of your product that would most appeal to that reader. And that an existing customer could be targeted with a different message from someone who has never tried your product before.

Finally, just imagine if you could then show your ad to the neighbours of your best customers, even if they don’t read that paper.

Sounds impossible, doesn’t it? It isn’t.

You can do all this and more with programmatic digital marketing.

How Does Programmatic Advertising Work?

The short answer is data.

Using data from dozens of top sources, including the behaviour and demographics of visitors to your own website, we develop detailed evidence-based customer profiles of the types of users most likely to be interested in your products. At H2 Digital, we work with North America’s top data suppliers, including MasterCard, Comscore, TruSignal, ArgusInfo, Bluekai and Experian to name a few.

We can then segment the audience to determine how much we are willing to pay to show our ad to users who match each profile. For example, users who are a close profile match and whose behaviour indicates that they are actively in the market for your product or services would be worth paying more for than users who aren’t actively in the market for your products.

Then, when a user clicks on a web page that has advertising space on it, the publisher of the page puts up that ad impression for auction.

The ad marketplace then runs an auction among advertisers interested in displaying an ad to the specific customer who just clicked on the page. There may be many advertisers competing in this auction, and whichever one ultimately is willing to bid the most wins the auction and their ad is displayed to the customer when the page loads.

Because the process is automated and the maximum price each advertiser is willing to bid for the impression has already been programmed in, the auction can be completed within the milliseconds it takes for the page to load.