Omni Channel Guide
Programmatic Advertising The Omni Way
Programmatic puts your brand in front of the right person, on the right site, at the right moment — automatically. It's the connective tissue between every other channel in the Omni system.
Available natively in MarketBOOST — no separate DSP required
Tenet 02 — Omni-Presence
Tenet 05 — Omni-Tracking
Channel Role
Why This Channel Belongs in the Omni System
What Programmatic Is
- Automated, data-driven ad buying that places ads across thousands of websites, apps, and platforms simultaneously
- Uses real-time bidding (RTB) — ads are auctioned and placed in milliseconds
- Reaches audiences based on behavior, not just the websites they happen to be on
- Think: the banner ads and video ads you see across the web are programmatic inventory
- Types: Display (banner ads), Native (ads that match page content), Pre-roll Video, Audio, Digital Out-of-Home (DOOH)
Why It's Omni
Tenet 02Omni-Presence — reaching buyers across thousands of sites and apps, not just on one platform
Tenet 05Omni-Tracking — programmatic data reveals where your audience actually spends time online
Programmatic is the only channel that follows your audience across the entire open web — not a walled garden. That data feeds back into every other channel decision in the Omni stack.
Qualification
Who This Channel Is Right For
Any service business running digital advertising that wants to extend reach beyond Meta and Google's walled gardens. Especially powerful as a retargeting layer for businesses that already have website traffic but aren't converting it.
Programmatic is also the right move for businesses running campaigns across multiple channels — it ties them together by showing ads everywhere your prospects go online, reinforcing what they saw on Google or Meta.
💰Minimum threshold: $1,500+/month in total digital ad spend across all channels
The Standard
The Omni Standard
😐 Most Businesses
- Run programmatic without a retargeting layer — cold impressions only
- Use only one or two banner sizes, limiting available inventory
- Never check viewability — paying for ads nobody sees
- No frequency caps — hammering the same user 30+ times
- Run programmatic completely disconnected from search and social
✦ The Omni Way
- Programmatic as a retargeting layer, coordinated with search, CTV, and social
- Full banner size set — every size, every placement type
- View-through conversion tracking — capturing attribution others miss
- Frequency caps set (8–12/month) — stay visible without wearing out your welcome
- Programmatic data feeds back into audience targeting across all channels
Campaign Structure
Campaign Types
Type 01
Prospecting
Reach new audiences based on behavioral data — people who've visited competitor sites, searched for related terms, or match your ICP profile. Top-of-funnel awareness at scale.
Type 02
Retargeting
Reach people who've visited your website across any site they visit afterward — the follow-up layer of the internet. Highest ROI campaign type in programmatic.
Type 03
Geo-Fencing
Serve ads to people physically within a defined geographic boundary — your service area, competitor locations, event venues. Precision local targeting.
Type 04
Contextual
Place ads on pages with content relevant to your service — home improvement articles, weather-related content, local news. Cookieless and privacy-safe.
Type 05
Account-Based (B2B)
Serve ads to specific companies' IP addresses — useful for commercial service businesses targeting facility managers, property managers, or procurement teams.
Creative
Creative Best Practices
Audience
Targeting Strategy
Layer 01
Behavioral
Target users by in-market category — people actively researching home services, requesting quotes, or visiting service-related content.
Layer 02
Keyword Retargeting
Target users who've searched for your keywords on any platform — even if they didn't come to your site. Follow their intent across the web.
Layer 03 — Most Important
Site Retargeting
Retarget your website visitors across every site they visit afterward. Highest ROI targeting layer in programmatic — non-negotiable.
Layer 04
Geo
ZIP code or radius targeting around your service area. Keep impressions inside the geography you actually serve.
Layer 05
Demographic
Homeowner status, household income tier, age range. Layer on top of behavioral to narrow to your best-fit prospect profile.
Layer 06
Competitor Conquesting
Serve ads to people who've visited competitor websites. Intercept their consideration phase before they make a decision.
Platform
WundertreOS Integration
MarketBOOST · Native Programmatic
Built into the OS — No Third-Party DSP Needed
Programmatic is available directly inside MarketBOOST, connected to the same pixel and attribution data that powers every other channel in WundertreOS.
- ✓Available natively in MarketBOOST — no separate DSP needed
- ✓Pixel-based retargeting connects to WundertreOS website traffic data
- ✓Coordinate with CTV: programmatic display + CTV retargeting creates the "everywhere" effect
- ✓Pair with Google/Meta: prospects who've seen programmatic ads before clicking a Google ad convert at higher rates
- ✓LeadSprout: tag programmatic-sourced leads for pipeline attribution
Performance
What to Measure
Visibility
Viewability Rate
Benchmark: 70%+
% of impressions actually seen by a human — not just served to a page. Below 70% means you're wasting budget on unseen ads.
Engagement
Click-Through Rate (CTR)
Display: 0.1% · Retargeting: 0.3–0.5%
Display CTR is low by nature. Retargeting CTR should be meaningfully higher — it's a warm audience.
Attribution
View-Through Conversions
Track always
People who saw the ad, didn't click, but later converted. Without this, you're undercounting programmatic's real contribution.
Efficiency
CPM (Cost per 1,000 Impressions)
Context-dependent
Watch CPM relative to audience quality. A $15 CPM for precise retargeting outperforms a $3 CPM for untargeted run-of-network.
Exposure
Frequency
Target: 4–8/month
Average impressions per unique user per month. Under 4 is underexposure; over 12 is ad fatigue territory.
Outcome
Attributed Booked Jobs
Primary goal
The number that actually matters. Tag every lead source and close the loop from programmatic impression to booked job in LeadSprout.
Watch Out
Common Mistakes
01
Using only one or two banner sizes
Limits available inventory dramatically and reduces impression volume. All five standard sizes are required to access the full programmatic marketplace.
02
Running cold programmatic without a retargeting layer
Retargeting is where the ROI lives. Cold prospecting alone has weak conversion rates. The retargeting layer is non-negotiable — it's the difference between awareness and revenue.
03
Not using view-through conversion tracking
Misses a major attribution signal. Many programmatic-influenced conversions happen days after a person sees (but doesn't click) an ad. Without VTC, you're systematically undercounting programmatic's contribution.
04
Over-frequencing — hitting the same user 20+ times
Creates ad fatigue and brand annoyance. Set frequency caps at 8–12 impressions per user per month. More is not better — you're paying for negative impressions.
05
Running programmatic without any search
Programmatic creates awareness, search captures intent — they need each other. Programmatic alone leaves the conversion moment undefended. Run them together or the impressions leak to a competitor at the search moment.
