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Programmatic advertising · Marketing

Ask how much of each rupee reaches the publisher before you buy an audience.

Digital advertising covers every online medium worth considering. This page is one of them, and it is the one most eagerly sold to owners who do not need it yet.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Editorial illustration for Programmatic advertising

In one paragraph

Programmatic advertising buys display, video, audio and screen space through an automated auction, against an audience definition rather than a site you picked by name. GullySales works out whether your budget is big enough for it, fixes the site list and the fees before anything runs, and reports on enquiries rather than impressions.

Your money does not go to the website your advertisement appears on. It is split between the buying platform, the audience data, the exchange and the agency, and whatever survives that buys the space. Ask what share reaches the publisher, and get the answer in writing.

The rest of the value sits in one list. Not the list of sites you have blocked, which never ends. The list of sites you have allowed, which does.

Who it is for

This is written for you if these sound familiar.

  • Brands already spending steadily on search and social who have run out of room there
  • Businesses selling across several states who need the same campaign in many cities at once
  • Advertisers who want video or connected TV inventory without buying a broadcast schedule
  • Owners handed a programmatic proposal who want the fee structure read back to them in plain words
  • Exporters and business-to-business sellers chasing a job title rather than a place

Not for

It is not the right fit if.

  • A local business with one shop, where search, Maps and Meta reach the same buyer for less
  • Budgets too small to clear a platform's minimum, because the fees then eat most of the spend
  • Anyone who wants to name the exact websites their advertisement runs on, which is a direct buy instead

The problem

Does this sound like your business?

What owners tell us on the first call, in their words.

  • “The report shows millions of impressions and no enquiries”

    An impression is a chance to be seen, bought in an auction. On a page built only to carry advertising, it was never a chance at all.

  • “Nobody can say what the platform fee is”

    The invoice shows one number. Under it sit the platform's cut, the data cost, the exchange fee and the agency's margin, and each of them is negotiable once it has been named.

  • “The same person is shown the advertisement forty times”

    With no frequency cap, the auction keeps buying the cheapest available person, who is the one online all day. Your budget goes to a few thousand of them.

  • “We have no idea where the advertisement ran”

    The placement report exists and is rarely asked for. When it finally arrives it names sites and apps nobody would have chosen.

What we do

Everything that is included.

Each deliverable, and what it gets you. Nothing here is an extra.

  1. A straight answer on whether to do this at all

    We compare the same money spent on search and social against a programmatic buy, and say when it is too early. Plenty of owners who ask for this are better served elsewhere for another year.

  2. Fee breakdown before the first rupee

    The platform fee, the data fee, the exchange fee and our own charge, listed separately, so you know what share of the budget actually buys space.

  3. The allowed-site list

    The named sites, apps and channels your advertisement may appear on, built before launch and reviewed against the placement report.

  4. Private deals where they earn their price

    An invited marketplace on a publisher's own inventory costs more per impression and wastes far less of it. We say which parts of the plan deserve that.

  5. Frequency and budget caps

    A ceiling on how many times one person sees the advertisement, plus a daily spend cap. Without both, the auction puts the month's money into a fortnight of the same faces.

  6. Tracking that ends in your CRM

    The click, the form and the lead record joined up, so the campaign is judged on enquiries from real buyers instead of on impressions delivered.

  7. Placement and viewability report

    A monthly list of where the advertisement ran and what share of it was on screen long enough to be seen, with the worst sites taken out.

  8. Stop rules agreed upfront

    The spend level and the number of weeks at which a line is switched off if it has produced nothing worth having.

How the result is measured

  • Share of spend reaching the publisher, after every fee
  • Enquiries traced from the campaign into the CRM
  • Cost per qualified enquiry against your other channels
  • Viewable impressions against impressions bought
  • Sites removed from the allowed list each month

Recorded as a baseline before work starts, so every later report has an honest comparison.

How it works

How the programmatic advertising work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Test the case for it

    We look at what your current channels still have left in them. If search and social are not yet full, we say so, and the programmatic plan waits.

  2. 2

    Define the buy

    The audience, the geography, the formats and the deal types are set, with named publishers where the budget justifies a private deal.

  3. 3

    Set the plumbing

    Tracking, the allowed-site list, frequency caps and the enquiry route into your CRM are in place before anything is switched on.

  4. 4

    Run a test flight

    A small flight over fixed weeks with a stop rule, judged on enquiries and on where the advertisement actually appeared.

  5. 5

    Prune and scale

    Sites that delivered nothing come off the list, the ones that worked take more budget, and the fees are renegotiated once there is a record to point at.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
How is this different from Google Ads or Meta?
Those are single platforms you buy from directly, each with its own auction and its own inventory. Programmatic buys across many publishers at once through a demand-side platform, and adds a layer of fees on top. For most Indian small businesses the two platforms come first and this comes later.
What budget does this need before it makes sense?
Enough to clear the platform's minimum and still leave a real media budget underneath the fees. There is no single figure, because the minimum is set by the platform and by the partner you buy through. We get it in writing before recommending the route.
What is an allowed-site list and why does it matter more than blocking?
It names the sites and apps where your advertisement may run. Blocking never finishes, because new junk sites appear every week and each one has to be found first. Allowing is a finite list, and it is the change that does most for the campaigns we take over.
Can I see where my advertisement ran?
Yes, and ask for that report. The placement report lists the sites and apps your spend went to, in order of how much each took. A partner who will not share it has answered the question of whether to keep buying from them.
Do you take a percentage of the media spend?
No. Our fee is put in writing after we have read your brief and spoken to you, and stays the same whether the media budget rises or falls. It matters on this page more than most, because a percentage arrangement pays your buyer to spend more of your money.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

By industry

Programmatic advertising, written for your industry.

Related services

Often bought with this, or instead of it.

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