Programmatic buying puts your ads on connected TV, premium websites, and streaming audio with digital targeting and digital measurement. We run it with transparent fees, aggressive fraud and placement controls, and reporting that asks the only question that matters: did the ads cause anything?
Opaque markups, mystery placements, and reports full of impressions are why CFOs distrust this channel. Every default in our engagement is set against that history.
Working media, platform and data costs, and our management fee are reported as separate line items. If an agency won't unbundle those numbers, that's the answer to what their margin is.
Curated allowlists, pre-bid fraud filtering, and brand safety verification on every campaign. Cheap impressions on garbage inventory are the easiest thing to buy in advertising, so we don't.
CTV and display influence people who never click. We measure accordingly: site-visit and conversion lift, matched to your CRM through the same server-side stack as our performance channels.
The channel's classic trick is claiming credit for customers you'd have won anyway. We design tests, holdouts and geo splits where feasible, that ask whether the ads caused the outcome.
Five disciplines, one team. Expand each to see what's actually included.
Your ad in streaming TV content on the biggest screen in the house, targeted like digital.
Premium web inventory bought on curated lists, not sprayed across the open exchange.
Podcasts and streaming radio, frequency-managed alongside the rest of the plan.
Pre-roll and native formats where the audience data says they earn their CPM.
Your CRM segments and site audiences, matched and activated across channels.
Service areas, DMAs, and household-level reach for businesses where geography is the business.
Third-party and contextual signals used deliberately, with data costs shown, not buried.
Site visitors re-reached on TV and display, capped so it persuades instead of stalks.
Allowlists built per campaign. You can see every domain and app your budget touched.
Pre-bid filtering and ongoing invalid-traffic monitoring, because the open exchange is a rough neighborhood.
Category and content exclusions matched to your brand's actual sensitivities.
Cross-channel caps so reach grows instead of the same household seeing your ad forty times.
Existing video adapted, or new spots produced with our creative team, built for the format.
Full size runs designed in-house, consistent with the brand system your other channels use.
Scripts and produced reads for streaming audio placements.
Concepts rotated and read against response data, refreshed before fatigue sets in.
Exposed audiences tracked through to visits, leads, and CRM outcomes.
Holdouts and geo experiments, designed where budget allows, so credit is earned, not claimed.
Programmatic read alongside search and social in one view, on shared server-side data.
Working media, fees, and data costs itemized, monthly, without being asked.
Streaming moved television inventory into the same auction systems as display ads, which means a mid-sized business can now run TV campaigns with household targeting and digital reporting. That's genuinely new. What isn't new is the programmatic supply chain underneath it, where studies have repeatedly found a large share of spend disappearing into fees, resold inventory, and fraud before an ad ever renders.
The channel works when someone is minding the store: curated inventory, itemized costs, and measurement that separates ads that caused customers from ads that merely appeared near them. That's an operations discipline, not a media secret, and it's the whole difference between programmatic as a growth channel and programmatic as a budget leak.
In programmatic, the question is never whether you got impressions. It's what percentage of your dollar became an ad a human saw, and whether that ad changed anything.
We built this practice on the same principle as everything else we run: show the client the same numbers we look at. If itemized costs and inspectable placements sound unusual, that says more about the channel than about us.
| Most agencies | Two Trees | |
|---|---|---|
| Fees | Bundled CPM with the margin hidden inside | Working media, platform costs, and our fee itemized separately |
| Inventory | Open exchange, placements unlisted | Curated allowlists you can inspect, fraud-filtered pre-bid |
| Measurement | Impressions, video completes, and view-through credit | Visit and conversion lift, CRM-matched, with incrementality tests |
| Creative | “Send us your assets” | CTV, display, and audio creative produced in-house |
| Attribution | Claims full credit for everything it touched | Read alongside search and social on shared server-side data |
The same three-stage framework runs every engagement. What changes is what the audience data says.
Audience analysis from your CRM and site data, channel mix and budget modeling, inventory curation, and measurement design. The lift and incrementality plan is agreed before launch, so success is defined when nobody's grading their own homework yet.
Campaigns go live on curated inventory with creative built for each format. Delivery quality, fraud filtering, and frequency are monitored continuously, and early lift readings are reported with honest confidence intervals.
Channels and audiences that show real lift earn more budget. The ones that don't get cut, with the data attached. Programmatic settles into its right-sized role alongside your performance channels.
The right plan depends on your channels, geography, and creative needs, and a one-size CPM is exactly the opacity this channel needs less of. What we commit to in every scope: working media, platform costs, and our fee, itemized, before you sign anything.
“The entire team at Two Trees PPC is fantastic and Kayla is incredible at understanding your needs and translating them to just the right contract. Kyle is a video artist who has a special talent for seeing the final product and working backward to create it. They delivered everything I needed quickly and efficiently for my book launch. Beyond that, I've witnessed this firm for years and they keep up with industry trends while staying true to what actually works, all to deliver the best outcomes to their customers.”Vanessa Errecarte @ UC Davis
Programmatic and CTV earn their budget where consideration is long and trust decides the shortlist. These are the industries where we run it.
Signed-case attribution, intake-quality tracking, and campaigns built for plaintiff-side growth.
Long consideration cycles, family decision-makers, and tour-to-move-in tracking.
Compliant campaigns for firms where a single client relationship is worth six figures.
Policy-level attribution and lead quality controls in one of the most expensive auctions online.
Multi-location budget pacing, store-level reporting, and creative that stays on brand at scale.
Tribal and commercial resort operations, from player acquisition to occupancy campaigns.
Higher-quality bids and recruiting pipelines for firms competing on reputation.
The questions we hear most from marketing leaders who've been burned by this channel before.
Programmatic advertising uses automated auction systems to buy ad placements across websites, connected TV, streaming audio, and apps, with audience targeting applied at the impression level. Instead of negotiating with individual publishers, campaigns buy the right audience wherever it appears. Done well, it combines television-scale reach with digital targeting and measurement. Done carelessly, it's the leakiest supply chain in advertising, which is why controls matter more here than anywhere.
CTV (connected TV) advertising places your video ads inside streaming content on smart TVs and devices. Unlike traditional TV, you target households by geography, demographics, and behavior rather than buying whole programs, you pay for the audience you actually reach, and you can measure whether exposed households later visited your site or became customers. It makes television viable for businesses that could never buy it before.
Engagements are scoped individually because channel mix, geography, and creative needs vary widely. What's constant is the structure: working media, platform and data costs, and our management fee are itemized separately in the scope and in every monthly report. If you've only ever seen a bundled CPM, that itemization alone will tell you where your previous budget went.
Three layers. Delivery quality first: verified, fraud-filtered impressions on inspectable inventory. Response second: exposed audiences tracked through to site visits, leads, and CRM outcomes on our server-side stack. Causation third: where budget allows, holdout and geo-split tests that measure incremental lift, so the channel earns credit instead of claiming it.
The open exchange has a genuine fraud and waste problem, which is why we don't buy it indiscriminately. Our campaigns run on curated allowlists with pre-bid fraud filtering and ongoing invalid-traffic monitoring, and you can inspect every domain and app where your ads served. The channel's reputation comes from unmanaged buying. The fix is management.
Search and social capture demand that already exists. Programmatic and CTV build awareness with buyers who don't know you yet, which matters most in long-consideration industries where the shortlist forms before anyone searches. If your search and social channels still have headroom, we'll tell you to max those first. Programmatic is the expansion channel, and it should have to prove itself against that bar.
Send us your goals, geography, and current channel mix. We'll tell you whether programmatic and CTV would add real reach or just impressive-looking impressions, and exactly what a clean, itemized campaign would cost. If your money is better spent finishing the job on search and social, that's what you'll hear.