Lean Media, Inc.

Have you noticed your programmatic ads clustering on the same sites and apps? 🧐 You might be dealing with "impression monopolization"—where ads are overly concentrated on a few sites, apps, or properties. In this article, we break down why this happens and its impact on campaigns.

Not all brands have the budget and influence of McDonald's, but you don't have to be a giant global brand to develop your own version of a "McScore." We encourage brands to think outside the box and consider what KPIs (or combination of KPIs) truly represent their goals rather than acquiesce to the status quo of CTR, VCR, or site visits.

Let’s decode three more pieces of the programmatic puzzle: CPM, CPC, and CPA. 🧩 These acronyms describe how advertisers pay for media, and each supports different campaign goals. 💰CPM (Cost Per Mille) = Cost per 1,000 impressions Common in programmatic advertising, especially for awareness and reach-focused campaigns. 💰CPC (Cost Per Click) = You only pay when someone clicks Often used in search and social, where driving traffic is the main objective. 💰CPA (Cost Per Action) = You pay when a specific action occurs (like a purchase or signup) Common in affiliate and performance-based campaigns, where return-on-investment is closely tied to conversions. While all three exist across digital channels, CPM remains the most common cost model in programmatic media buying. #ProgrammaticAdvertising #CPM #CPC #CPA #TheMoreYouKnow

Another day, another acronym. Let’s talk RTB. RTB (Real-Time Bidding) is the auction process that underpins most of programmatic advertising. Every time a user visits a website or app, an ad impression becomes available, and an auction happens in milliseconds to decide which ad gets shown. ✅ SSPs (Supply-Side Platforms) make the impression available, representing the publisher’s inventory. ✅ DSPs (Demand-Side Platforms) evaluate the bid request and place automated bids on behalf of advertisers. In most cases, the highest bid wins, and the winning ad is served instantly—all in the time it takes a page to load. RTB is what makes programmatic advertising fast, dynamic, and scalable. #TheMoreYouKnow #ProgrammaticAdvertising #RTB

Proud of our Brandi McDonough (Bargen) as she represents Lean Media across multiple marketing events in STL! 👏

Do programmatic acronyms sometimes feel like alphabet soup? Let’s break down DSP vs. SSP—two of the most essential pieces of the programmatic ecosystem. 🛒 DSP (Demand-Side Platform) → Used by media buyers to bid on impressions, target audiences, and optimize campaigns in real-time. 🏪 SSP (Supply-Side Platform) → Used by publishers to manage pricing, maximize revenue, and connect their inventory to multiple demand sources. Together, they power the programmatic ecosystem—where ads are bought and sold in milliseconds. #ProgrammaticAdvertising #AdTech #DSP #SSP

Great interview with Clementine’s Tamara Keefe, featuring a shoutout to our very own Beth Handrigan! https://lnkd.in/gFhbwhy3

One of the things we’ve learned in over 10 years of programmatic advertising is that targeting for healthcare advertisers is uniquely challenging. Privacy laws restrict direct targeting based on medical conditions, making it critical for advertisers to find compliant, effective ways to reach relevant audiences. 💡 Audience targeting can still be leveraged, but must be done carefully, using privacy-compliant signals like behavioral patterns, demographics, or interest-based segmentation. 💡 Contextual targeting provides a powerful way to align ads with relevant healthcare content without relying on personal data. 💡 Digital-out-of-home (DOOH) extends contextual relevance even further, delivering messaging in environments where health-related decisions are made, like pharmacies, clinics, and wellness centers. A strategic mix of these approaches allows healthcare advertisers to reach the right audience responsibly, without crossing privacy lines. #HealthcareMarketing #ProgrammaticAdvertising #DOOH

Gen Z is taking excessive screen time seriously, with 46% making a concerted effort to reduce digital consumption. (Source: ExpressVPN Study, 2024 via SecurityBrief UK) It begs the question: As digital habits evolve, how can advertisers reach “beyond the screen” while still leveraging advanced targeting and measurement? Well, some of the most valuable ad engagement is already happening in digital audio and digital-out-of-home. 🎧 Digital audio advertising reaches audiences without requiring visual attention—whether they’re streaming music, listening to podcasts, or tuning into digital radio. 🛣️ DOOH delivers impactful messaging in high-traffic environments—from transit hubs to retail spaces—without relying on attention to personal devices. These channels offer a powerful way to connect with audiences on the go, in moments when other digital ads simply can’t. #ProgrammaticAdvertising #DigitalAudio #DOOH

Check out this event for 314 day!