Programmatic and CTV, where the deal path decides the price.

It deserves a budget line when you need reach and frequency control that search and social cannot give, and when you can measure it with reach curves and a lift study rather than last-click.

Report to the board on the payback period of the incremental outcome and on frequency-managed reach; decide the next marketing dollar between guaranteed delivery and open-auction scale with that evidence. Lock the deal architecture 90 days before launch day.

A trading desk gives scale and pooled rates with less transparency; your own seat gives control and data ownership with a staffing cost; a consultancy sets up the seat, the deals and the measurement and can run it with your team.

Choose by what you need to own: the data and the deal relationships, or just the outcome.

Retail-media CTV uses a retailer's identity graph to target and read streaming ads against sales; it overlaps with your other CTV households, so frequency has to be managed across both.

We plan it inside the same budget model, with the retail read reconciled against the reach plan rather than reported separately.

Open auction is any buyer bidding on available impressions; a private marketplace is an invitation-only auction with a deal ID; programmatic guaranteed is a fixed-price, fixed-volume commitment executed programmatically.

They trade price discovery for certainty: open auction gives reach, PMP gives curated supply with priority, guaranteed gives delivery and frequency control. The door you can open depends on your DSP seat and the publisher's routes, not on budget alone.

FAST services and broadcaster apps sell through specific supply-side platforms and DSP integrations that differ by market; device home-screen inventory has its own routes. The map changes several times a year.

We maintain the publisher-by-publisher map for Singapore, Malaysia, Australia, the United States and Canada and brief the DSP with the path per publisher, so the deal is set up right the first time.

Reach and frequency across devices and households; brand lift and incrementality studies where the volume supports them; and conversion reads through household identity where consent and the DSP allow.

Retail-media CTV adds a sales read in the retailer. The discipline is to reconcile all of them on one model rather than report each platform's own number.

Up to five layers: the DSP platform fee, the SSP or exchange fee, data and identity fees, any deal or curation fee, and measurement. Guaranteed deals shift which layers apply.

Ask for each layer as a model (percentage of media, flat, CPM uplift, bundled) in writing and compare the models and the disclosure, never a single quoted number.

App-level transparency, made-for-advertising and invalid-traffic filters, supply path optimisation to cut redundant hops, and log-level data retention for audit. Children's content and regulated-sector exclusions are set per market.

Controls are configured before launch and reviewed monthly, not patched after a report. Reference pages: Display & Video 360 help and OAIC privacy guidance.

A diagnostic of the current buys: deal types, publisher paths, fee layers, identity and measurement. Then a deal architecture and a four-week pilot that tests match rate, reach overlap and frequency before the full plan.

Managed buying follows if you want it, integrated with search, social and retail media on one budget model.