Programmatic Display & Retargeting

Most programmatic display sold to Nigerian advertisers comes through opaque networks - you sign an insertion order for a CPM, the network places your ads against an unverified mix of inventory, and a report tells you you delivered impressions. Whether those impressions appeared on premium inventory or on a click-farm site running auto-refresh banners under a different domain, you have no real way to know. The category is improving globally - programmatic transparency standards, supply-path optimisation, fee disclosure - but those improvements have been slow to filter into local agency-bought media.

We run programmatic the way the discipline is meant to be run: a transparent DSP (DV360 or The Trade Desk depending on scale), itemised fees including data and viewability, inventory whitelists rather than blind RON buys, and pre-bid brand-safety enforcement. You see what you paid for. Where premium publishers are available - Punch, BusinessDay, Premium Times, Stears - we prioritise them directly. Where they are not, we buy verified general supply with viewability and IVT floors written into the IO.

Smart-TV penetration in urban Nigerian households is now meaningful and growing fast. Programmatic CTV inventory - pre-roll and mid-roll on connected devices and streaming services - gives you a television-quality impression with addressable targeting. For brands that historically had to choose between broad-reach broadcast television and narrow-reach digital, CTV combines the canvas of one with the precision of the other. Budgets here typically start meaningfully (CTV CPMs are higher than display) but for premium consumer brands the format is increasingly indispensable.

The default Nigerian retargeting setup retargets indiscriminately. The customer who bought yesterday still sees ads for the product they bought. The visitor who pogo-sticked off your homepage gets stalked across the web for thirty days. Both patterns annoy your audience and waste your spend. We engineer retargeting with discipline - frequency caps per audience tier, suppression windows for converters, exclusion of existing customers from prospecting, and time-decay rules that taper exposure after a window. The result is retargeting that lifts conversion without poisoning the brand perception of users who simply were not ready yet.