Programmatic, run with transparency over volume.
Programmatic display, video, and audio bought through clean supply paths with audience strategy and incrementality measurement — not just impressions delivered through whatever DSP is cheapest.
Programmatic transparency is broken. Most agencies treat the DSP report as ground truth.
Programmatic media flows through a chain of platforms — DSPs, SSPs, ad exchanges, supply-side networks — and at each step, fees are taken and inventory quality is harder to verify. Made-for-advertising (MFA) sites, low-quality placements, and undisclosed fees often consume a meaningful share of programmatic budgets.
We plan programmatic around supply path transparency, audience strategy with a clear theory of contribution, and incrementality measurement that tells you what the spend actually moved — not how many impressions the DSP delivered.
Three structures that make programmatic measurable and transparent.
Run programmatic through the cleanest paths.
Supply path optimization (SPO), MFA exclusion lists, viewability and brand-safety thresholds, and direct-deal inventory where it earns the placement. Not all programmatic inventory is the same — we plan around the cleanest paths.
Plan audience around the role the campaign should play.
Programmatic audience targeting is granular but easy to misuse. We build audience strategy with a clear theory of how the audience should move the business — not just "lookalike of existing customers" as a default.
Measure beyond DSP-attributed delivery.
Geo holdouts, conversion lift studies, and post-purchase attribution measure what programmatic actually contributed. The DSP's last-click report isn't measurement — it's a delivery confirmation.
Our approach
- 01DSP selection based on capability, transparency, and supply path quality
- 02Supply path optimization, MFA exclusion, and inventory quality thresholds
- 03Audience strategy with explicit hypotheses about funnel role and expected contribution
- 04Creative and format strategy across display, video, audio, and native
- 05Incrementality measured through geo holdouts and conversion lift, not DSP-attributed delivery alone
Outcomes
- Programmatic spend running through verifiable supply paths with quality inventory
- Audience strategy tied to measurable business outcomes
- Confidence to scale programmatic budget on contribution, not impression delivery
Common questions about programmatic advertising.
- How do you handle supply path optimization?
- Inventory selection based on direct-deal access, supply path traversal analysis, MFA exclusion lists, and viewability/brand-safety thresholds. We work with DSP partners that expose SPO controls; we audit supply paths regularly.
- What DSPs do you work with?
- Selection is based on the client's needs — DV360, The Trade Desk, Amazon DSP, and others depending on inventory access, audience integration, and reporting capability required. We don't run programmatic through a single DSP by default.
- How do you handle MFA (made-for-advertising) sites?
- Active exclusion list maintenance, supply path filtering, and contextual quality thresholds. MFA sites consume a meaningful share of unmanaged programmatic budgets; we keep them out.
- How do you measure programmatic's contribution?
- Geo holdouts, conversion lift studies, and post-purchase survey attribution. DSP-attributed delivery numbers are a starting point, not a measurement answer.
- How is QRY different from a typical programmatic agency?
- Most agencies optimize toward DSP-attributed conversions, which makes MFA inventory and retargeting-heavy programs look efficient. We plan around supply path transparency, measure incrementality, and report on what programmatic actually contributed to the business.
Talk through your programmatic program.
Start with a short strategy conversation. We'll assess fit and outline how programmatic could be planned and measured for your brand.