Industries · Sector Briefs

Programmatic strategy for the categories we know best.

Every industry has a different buyer, a different cycle, and a different channel logic. Pick a sector to see how we structure audience, channel mix, and measurement for it.

Sector 01 of 11

SaaS and Technology.

Long buyer journeys, high-research mode, decision-makers across teams.

Why programmatic works here

SaaS buyers research extensively before committing. Programmatic lets you reach them during that research phase — on the publications they read, the tools they evaluate, and the communities they trust.

Recommended channel mix

Illustrative example mix — final allocation is set per campaign

Display30%

Native25%

Video15%

CTV10%

Retargeting20%

Key targeting dimensions

01Job function: IT, Engineering, Product, Finance

02Company size and ARR signals

03Software evaluation intent signals

04Competitor brand retargeting audiences

Common campaign objectives

Free trial signupsDemo requestsBuying committee awareness

What we measure

Demo conversion rate

Engaged account growth

Sales-qualified pipeline

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All sector briefs

SaaS and Technology

Long buyer journeys, high-research mode, decision-makers across teams.

Targeting dimensions: Job function: IT, Engineering, Product, Finance; Company size and ARR signals; Software evaluation intent signals; Competitor brand retargeting audiences

Campaign objectives: Free trial signups; Demo requests; Buying committee awareness

Channel mix: Display (30%), Native (25%), Video (15%), CTV (10%), Retargeting (20%)

KPIs: Demo conversion rate; Engaged account growth; Sales-qualified pipeline

Fintech and Financial Services

Compliance-sensitive audiences, premium inventory, senior decision-makers.

Financial services audiences are compliance-sensitive and research-heavy. Programmatic lets you reach CFOs, finance directors, and procurement leads on premium, brand-safe inventory with precision.

Targeting dimensions: Industry: Finance, Banking, Insurance; Seniority: C-Suite, Director, VP; Intent: fintech tools, compliance software research; Geography: U.S. financial hubs

Campaign objectives: Brand credibility; High-quality demo traffic; Account-based media for enterprise targets

Channel mix: Display (PMP) (35%), Native (30%), Video (15%), CTV (15%), Retargeting (5%)

KPIs: Brand lift in target accounts; MQL quality score; Cost per qualified opportunity

Healthcare and Wellness

Trust-led category, credentialed audiences, cautious purchasing.

Healthcare B2B buyers are cautious and credential-focused. Programmatic helps healthcare companies build trust through consistent premium visibility on industry-relevant content.

Targeting dimensions: Healthcare vertical targeting; Job function: Administrators, Procurement, Clinical leads; Contextual: medical and health tech publications; U.S. regional health system targeting

Campaign objectives: Brand awareness in clinical networks; Webinar and conference attendance; Thought leadership visibility

Channel mix: Native (35%), Display (Contextual) (25%), Video (20%), Audio (10%), Retargeting (10%)

KPIs: Engaged health systems; Webinar registrations; Earned share-of-voice

Education and EdTech

Multi-stakeholder buying, seasonal cycles, district-level dynamics.

EdTech buying cycles involve multiple stakeholders — admins, department leads, and IT. Programmatic lets you reach all of them with layered audience logic across display, native, video, CTV, audio.

Targeting dimensions: Education vertical; Decision-makers in K-12, Higher Ed, corporate L&D; Intent: LMS, training tools, curriculum software; Geography: district or state-level

Campaign objectives: Product trial and demo demand; Awareness during budget planning periods; Post-conference retargeting

Channel mix: Display (30%), Native (20%), Video (20%), CTV (15%), Retargeting (15%)

KPIs: District engagement; Pilot enrollments; Renewal-window pipeline

Real Estate and Construction

Hyper-local decisions, geographic precision, project-driven cycles.

Real estate and construction decisions are deeply local. Programmatic enables hyper-geographic targeting at state, metro, and zip-code level to reach the right market with the right message.

Targeting dimensions: Geography: state, metro, DMA, zip code; Industry: commercial real estate, construction, development; Job function: developers, brokers, project managers; Contextual: real estate trade media

Campaign objectives: Market-specific brand awareness; Lead generation in target geographies; Consultation and site visit requests

Channel mix: Display (Geo) (35%), Native (20%), Video (15%), CTV (Local) (20%), Retargeting (10%)

KPIs: Site visit requests; Local search lift; Cost per qualified inquiry

Manufacturing and Industrial

Niche audiences, trade-media driven, senior procurement leads.

Manufacturing buyers are niche, senior, and often reached through trade publications. Programmatic combines contextual targeting on industrial media with firmographic precision.

Targeting dimensions: Industry: manufacturing, industrial, supply chain; Job function: procurement, operations, plant management; Contextual: industrial trade publications; Company size: mid-market to enterprise

Campaign objectives: Product awareness in niche verticals; Trade show and webinar support; Supplier positioning

Channel mix: Native (Trade) (40%), Display (25%), Video (15%), Account-Based (15%), Retargeting (5%)

KPIs: Trade-show attribution; Engaged-account lift; RFP inclusions

Logistics and Supply Chain

Relationship-driven category, sustained brand presence required.

Supply chain is a relationship-driven industry where brand visibility matters for long-term partnerships. Programmatic builds sustained presence with logistics buyers across relevant media environments.

Targeting dimensions: Logistics, freight, and supply chain verticals; Decision-makers: COOs, logistics directors, procurement; Contextual: supply chain and freight media; U.S. regional freight corridor targeting

Campaign objectives: Top-of-funnel brand presence; Sales team media support; New regional market entry

Channel mix: Display (30%), Native (25%), CTV (Regional) (20%), Audio (Podcast) (15%), Retargeting (10%)

KPIs: Brand recall lift; Inbound RFPs; Regional pipeline growth

Professional Services

Reputation economy, premium contexts, thought leadership critical.

Professional services firms win on reputation and visibility. Programmatic native and display campaigns help law firms, consulting practices, and agencies stay visible to the right client profile across premium environments.

Targeting dimensions: Industry: legal, consulting, accounting, HR services; Seniority: C-Suite, General Counsel, Finance leaders; Contextual: business, legal, and trade media; Geography: metro-level for local practices

Campaign objectives: Brand reputation building; Thought leadership via native promotion; Retargeting engaged visitors

Channel mix: Native (Premium) (40%), Display (PMP) (25%), Video (15%), CTV (10%), Retargeting (10%)

KPIs: Engaged target accounts; Thought-leadership read time; Inbound consultation requests

Retail and E-commerce

Wholesale and partner audiences, seasonal, retargeting heavy.

B2B retail and wholesale brands need consistent presence with buyers, procurement teams, and retail partners. Programmatic video and display build that visibility at scale with relevant audience targeting.

Targeting dimensions: Retail industry buyers and procurement; Geographic expansion into new U.S. markets; Seasonal campaign timing; Retargeting prior buyers and site visitors

Campaign objectives: Wholesale and distributor awareness; Seasonal campaign activations; Lapsed buyer retargeting

Channel mix: Display (25%), Video (25%), Native (15%), CTV (15%), Retargeting (20%)

KPIs: Wholesale account reactivation; Seasonal lift; Return-buyer ratio

Startups

Build awareness fast, niche targeting, ecosystem-specific reach.

Early-stage companies need to build awareness fast with limited budgets. Programmatic lets startups reach the right B2B niche without wasting spend on broad demographics or irrelevant audiences.

Targeting dimensions: Hyper-specific industry niche targeting; Geography: key U.S. startup ecosystems; Intent: early adopter research behavior; Investor and partner audience segments

Campaign objectives: Rapid niche brand awareness; Early user and trial acquisition; Thought leadership positioning

Channel mix: Native (30%), Display (25%), Retargeting (25%), Video (15%), Audio (5%)

KPIs: Trial signups; Niche brand recall; Cost per engaged user

Enterprise Brands

Account-based scale, buying-committee orchestration, long cycles.

Enterprise campaigns require precision at scale — influencing buying committees, procurement teams, and C-Suite decision-makers across long sales cycles. Account-based media keeps enterprise brands visible throughout the full journey.

Targeting dimensions: Account-based: named company list targeting; Seniority: C-Suite, SVP, VP, Director; Buying committee: multiple job functions within same account; Premium brand-safe inventory

Campaign objectives: Account-based awareness; Enterprise sales motion support; Buying committee influence across long cycles

Channel mix: Account-Based (40%), Native (Premium) (20%), Display (PMP) (15%), CTV (15%), Retargeting (10%)

KPIs: Engaged target accounts; Buying-committee reach; Pipeline acceleration