5 Things You Didn’t Know You Could Buy Programmatically

When most people think of programmatic advertising, display banners are often the first thing that comes to mind. It’s true that demand side platforms (DSPs) were originally built to power real time bidding for precisely targeted banner ads across the open web.

However, the programmatic ecosystem has evolved significantly, expanding well beyond static display into a much more sophisticated and diverse mix of channels and audience strategies.

Below are just a few examples of how programmatic media now reaches far beyond traditional display:

#1: Digital Out-of-Home (DOOH)

Example formats: Billboards, transit shelters, elevators, airports, gyms

Programmatic DOOH can include billboard impressions in Times Square or an elevator screen in a high-rise office building, with targeting based on factors like time of day, weather conditions, foot traffic, or specific audience data. Supply Side Platforms (SSPs) give brands the ability to activate DOOH campaigns with the same speed and flexibility as digital banners by providing streamlined access to Out-of-Home inventory without the need for long lead times or budget minimums. One of the key advantages of buying this media type programmatically is the ability to gather data on users who were exposed to the placements, which can be used for future retargeting efforts across other media channels.

Reason to go Direct vs Programmatic: When executing experiential activations or securing a specific placement with a guaranteed share of voice.

#2: Digital Audio

Example formats: Podcasts, music streaming, radio apps

Programmatic audio buying enables brands to serve ads between songs or podcast segments, targeting by genre, mood, device, or location. You can even apply sequential messaging across audio and display to reinforce your message.

Reason to go Direct vs Programmatic: When you want custom sponsorships or host-read integrations.

#3: In-Game Ads

Example formats: Billboards inside games, playable ads, reward videos

Gaming environments now support real-time ad placements through platforms like Anzu, Bidstack, and Frameplay, which make their inventory accessible across most major DSPs. From digital billboards in console sports games to interstitial ads in mobile puzzle apps, these formats enable brands to engage audiences through immersive, non-intrusive experiences.

Reason to go Direct vs Programmatic: To secure an exclusive game takeover where your brand is the only one featured during a limited-time event or tournament.

#4: Retail Data

Example Sources: Walmart Connect, Kroger Precision Marketing, Target Roundel, CVS Media Exchange, Amazon Audiences, United Kinective Media.

Retail data targeting uses anonymized in-store and online purchase behavior to enhance programmatic media campaigns. Retail media networks and data partners enable brands to reach consumers based on verified transactions, loyalty card usage, and category engagement across both digital and physical retail environments. This data can be activated through major DSPs and connected to closed-loop sales attribution for measurable results.

Reason to go Direct vs Programmatic: If you want homepage takeovers, custom branded content, or placements within a retailer’s ecommerce site or app, direct is usually required.

#5: Enhanced CTV Ads

Example formats: Interactive overlays, shoppable video, dynamic creative, QR code placements

Enhanced CTV ads go beyond standard 15 or 30 second spots by incorporating interactivity, dynamic creative elements, and personalized messaging. These formats enable viewers to engage with content using their remote, mobile device, or voice, resulting in a more immersive and actionable TV experience. Platforms such as BrightLine, Innovid, and many others provide advanced creative capabilities that can be activated through programmatic or direct media buys.

Reason to go Direct vs Programmatic: Custom CTV ad formats are not always available through programmatic channels. It is important to check with each publisher to confirm which interactive formats can be executed programmatically and which require a direct partnership.

Final Thoughts

As programmatic continues to evolve, staying curious and testing emerging formats can give your media strategy a meaningful edge. These opportunities allow your brand to connect with consumers in more relevant, personalized, and measurable ways.

At 85SIXTY, we plan, manage, and optimize these types of campaigns every day. Our team includes certified programmatic experts and seasoned endemic media buyers who understand how to navigate the evolving digital landscape. Whether you’re aiming to scale with retail media, unlock the potential of enhanced CTV, or activate precision targeting through data-driven channels, we have the experience and insight to help you build smarter strategies and drive meaningful results.