“Google and Meta ads have stopped growing. Each extra rupee buys less.”
You may have reached most of your buyers there. Programmatic finds similar buyers on other sites and apps. We test it on a small slice of the budget first.
Home / Services / Digital / Performance marketing / Programmatic
Digital · Performance marketing · Programmatic
Programmaticadvertising
Since 201565+ in-house team6 cities
Your buyers spend most of their time away from Google and Meta. Programmatic ads follow them, and show only to the people you choose.
A strategist calls you in one working day.
/ 01 Programmatic advertising agency
Reach your buyers beyondGoogle search and Meta.
Many brands keep spending on Google and Meta while each rupee buys less. Their buyers are also on other sites and apps.
PromotEdge buys display and video ads there for Indian corporates, listed companies and startups, so the right people see you before they search.
Websites and apps sell ad space. A DSP (demand-side platform) buys it for you, one view at a time, for the audience you choose. Google's DSP is Display & Video 360 (DV360).
If it were our money, we would start with Google Ads and Meta Ads, then add programmatic for reach within one performance marketing plan. It suits real estate, healthcare and industrial manufacturing brands. Google calls DV360 a tool "for enterprises", so small budgets learn slowly.
- 2015working with Indian brands since
- 65+in-house team: strategy, creative, media and tech
- 4pillars under one roof: strategy, advertising, digital, on-ground activation (BTL)
- 6cities: head office in Kolkata, teams in Mumbai, Delhi, Bangalore, Guwahati and Bhubaneswar
/ 02 What's included
From the first planto the placement report.
| Part | What we do | What you receive |
|---|---|---|
| Goal and audience plan | One goal agreed with sales; the buyers and cities to reach | A one-page plan and how we count success |
| Buying route | Open auction (an ad exchange, where sites sell space), private deals or guaranteed deals | A buying plan with reasons |
| Audiences | Your own lists plus Google and custom audiences where the rules allow | An audience map you can question |
| Brand suitability | Excluded themes, blocked sites and apps, outside checks if you want them | A block list and monthly placement report |
| Frequency and pacing | Caps on views per person; spend spread across the dates | Caps and a spend plan |
| Ads and tracking | Banners and video cuts via our graphic design and video production; GA4 (Google's tool for website numbers) and tags for calls, WhatsApp clicks and forms, as in our analytics set-up | Ready files and placement-level tracking |
| Monthly review | Numbers read with you; next month decided | Spend, enquiries, cost per enquiry, best and worst placements |
Media costs are shown apart from our fee.
/ 03 Common hurdles
What usually gets in the wayand the way through.
“Our banner showed up on sites we would never choose.”
In the open auction, ads can run on sites nobody picked. We set brand controls first, or buy deals with chosen publishers, and send the placement list monthly.
“The same person saw our ad twenty times in one day.”
A frequency cap sets the most times one person can see your ad in a chosen period. We set it before launch.
“The report shows lakhs of impressions, but nobody called.”
Impressions only count views. Our report starts with enquiries and cost per enquiry (what you pay for one).
“Almost every lead comes from two platforms.”
We track each source in one sheet before moving money.
“Remarketing lists are messy, and ad enquiries sit unopened.”
We build lists from visitors and customers, minus staff and existing buyers. A CRM (where every enquiry is kept and followed up) keeps lists clean and routes each lead to its owner, with an alert.
Not sure programmatic is right for your budget yet? Show us your numbers and we will say so honestly. Get a free growth plan
Think creative. Act on numbers.
/ 04 How we work
First test liveusually in three to four weeks.
Planning guidance only. Deals with chosen publishers can take longer to agree. Want us to look at your numbers first?
- 01
Week 1: listen and read the numbers
We talk to your sales team, read past ad results and agree what a good enquiry is.
- 02
Weeks 1 and 2: tracking and audience lists
Calls, WhatsApp clicks and forms are tracked before we spend, on your site and analytics, so the data stays yours.
- 03
Weeks 2 to 4: plan and launch small
Audiences, sites, caps and brand controls go into one written plan you approve. We start with two or three audiences.
- 04
Weeks 4 to 8: read, cut, scale
We stop placements that bring only views and move money to those that bring enquiries.
- 05
Every month and every quarter
A monthly report and review call. Each quarter we ask if the money should stay or move to search, social or connected TV.
Tell us what’s not working. We’ll send you an honest one-page growth plan, free.
Go deeperMore on this
How we deliver it, and why
Avi Saraf, our Performance Marketing Lead, leads the paid media work on this plan.
- Start with one audience and a few sites. Small tests show which placements bring enquiries. A test plan.
- Read placements every month. Placements that bring only views are the quiet leak. A placement list with enquiries.
- Move money in slices. Programmatic is another door to buyers you already reach. Spend by source.
Go deeper: the market, a brand and AI
Market
Programmatic was 42% of India's digital media spend in 2025, or Rs 30,081 crore, up 19%. The report expects Rs 42,435 crore and a 43% share by 2027.
Source: dentsu Digital Advertising Report 2026, as reported by Social Samosa, 2 February 2026
Cadbury Celebrations
For Diwali 2020, Mondelez India reached 1,800+ local retailers across 260+ pin codes, with an ad that featured nearby stores for each pin code. No results were reported; the audience was chosen by place.
Source: Social Samosa, 4 November 2020
How your business model changes the plan
A B2B (business-to-business) firm builds lists by role and company and shows the ad over weeks. A D2C (direct-to-consumer) brand leans on its own visitor and customer lists. A dealer-led business plans by city and pin code.
Who sets the rules and who shaped the field in India
IAMAI, the Internet and Mobile Association of India, is a not-for-profit body of about 540 members working on digital policy and research. ASCI, formed in 1985, runs advertising self-regulation, so your ads follow its code.
Source: IAMAI and ASCI official sites, read 10 October 2026
AI in programmatic: today and next
DV360's optimized targeting uses click and conversion data to find new people likely to convert. Your audiences are a starting point, and it respects your exclusions and brand-safety settings. We check placements monthly.
Source: Google Display & Video 360 Help, read 10 October 2026
Unsure where programmatic ads would show your brand? Ask us before you spend. Chat with us
/ 05 Cost
What affects the cost of programmatic advertising.
Media costs are billed at actuals and shown before you approve.
What affects the cost
- Your media budget and how many weeks the campaign runs
- The buying route: open auction, or deals with chosen publishers
- How narrow the audience is, and how many cities and languages
- Banner sizes and video cuts to make
- Outside brand safety checks and extra measurement, if you want them
How we quote
- We ask what you sell, who buys it and what one customer is worth
- We look at your current ads, website and tracking
- We write the scope, then quote our fee and the media cost on separate lines
What you get in the quote
- Audiences, sites and deals we will buy, with caps and brand settings
- Tracking, a monthly placement report and a review call
- Ad design and video cuts, only if you ask, on their own lines
We quote a fixed monthly fee, a set-up fee plus monthly fee, or media at actuals.
/ 06 What happens next
What happensafter you ask.
For projects we think we can help, this is how it goes.
- 01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
- 02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
- 03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.
We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.
Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.
Keep exploring
Related pages.
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What people say
In their own words
“We have been working with PromotEdge for almost a year. We have engaged them to manage our Digital marketing campaigns and are impressed with the outcome. …”
Shubham GadodiaDeputy Brand Manager at Shyam Metalics Group“I am delighted with the successful launch of our new website, thanks to the exceptional support from PromotEdge. …”
Mom MitraMarketing Head at Ilead“We are thoroughly impressed with the extensive knowledge and professionalism demonstrated by PromotEdge. Their adept management of our digital and creative requirements has significantly contributed to our satisfaction with their digital marketing services and expertise.”
Rahul MishraAssistant Manager Digital Marketing & Ecommerce at Magik Lighting
No pressure. No sales pitch.
Tell us who you need to reach.We'll show you the plan.
Straight answers.
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It plans who you need to reach, buys ad space for you across many websites and apps, and checks where the ads ran. Then it moves money to the placements that bring enquiries. We do this for brands across India.
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Usually not as a first step. A small budget spread over thousands of sites learns too slowly. Start with Google Ads or Meta Ads, prove what brings enquiries, then add programmatic for reach. Not sure where you stand? We will tell you honestly if yours is a fit.
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In the open auction, many advertisers bid for an exchange's ad space. In a private auction, one publisher invites a few buyers and the highest bid above a minimum wins. A preferred deal gives first look at a fixed price, with no delivery promise. Programmatic guaranteed reserves space at a fixed price.
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It depends on audience, sites, buying route and run length. Most media is priced by CPM (cost per mille), the price for 1,000 times your ad is shown. We quote our fee and the media cost on separate lines. Ongoing work has a 3-month minimum, then 30 days' notice.
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We agree the goal before launch and report on it monthly. For enquiries, we count calls, WhatsApp clicks and forms after an ad, and ask your sales team how good they were. For reach, we report how many right people saw the ad, and how often.
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Yes. We buy the ads online, so your city goes into the targeting by name. Our servicing team is based in cities across India and works hybrid and remotely. We visit regularly, and for some jobs work from your office or plant.
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We won't call ourselves the best; nobody honestly can. Ask every agency four questions. Will you get the full placement list? Are media costs shown apart from the fee? Does the report start with enquiries? Will it tell you if programmatic is too early for you? Ask us the same four.
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We plan, buy and manage the campaign, with one person answering to you. The work is done by our in-house team of 65+ people, with industry consultants and partner agencies where a job needs them. Media is bought through our media partners. No published case of ours is programmatic, so we share relevant work when we talk.