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Intelligence Is What
Makes It Work.

Programmatic Is How We Deliver Advertising.

Programmatic advertising changed how digital media is bought and delivered. It allows advertising inventory to be evaluated and purchased automatically, in real time, across millions of digital environments.

That’s a critical success factor for any business.
Here is what is important - programmatic isn’t a marketing strategy. It’s a delivery system.

At MarketStorm, the more important question has always been what happens before an ad is served:

How do you determine who should see it?

Since 2018, MarketStorm has approached that question as an AI and data problem.

Rather than beginning with media inventory or a broad demographic audience, we use behavioral data, AI and custom algorithms to identify the consumers whose actions suggest emerging intent. Then and only then, we use programmatic technology to reach them.

  1. Behavioral Data
  2. AI + Custom Algorithms
  3. Emerging Intent
  4. Programmatic Delivery

The intelligence comes first.
The impression comes second.

A woman smiling at her laptop in a dim room.

AI First From the Beginning

AI has become one of the most talked-about technologies in advertising. For MarketStorm, it isn’t new. We have been using AI-driven audience targeting since we began running programmatic campaigns in 2018.

Today, much of the advertising industry uses AI to optimize ad delivery — adjusting bids, selecting placements, rotating creative or determining which available impression is most likely to perform. While those are valuable applications of AI,
MarketStorm starts one step earlier.

We use AI to optimize the audience.

The MarketStorm Intelligence Engine™ analyzes behavioral signals to help identify the consumers who matter before media activation begins.  We know if you can make the audience more relevant, every impression you subsequently buy has the opportunity to work harder.

Most Programmatic Starts With an Audience Category. We Start With Behavior

Traditional targeting frequently begins by describing a person:

  • Homeowner
  • Business Owner
  • Parent
  • Sports Enthusiast
  • Luxury Shopper
  • Person aged 35-54

Those characteristics may tell you something about who someone is. They don’t necessarily tell you what that person needs right now.

vs

MarketStorm is interested
in behavior:

  • What are people researching?
  • What topics are becoming relevant to them?
  • What problems appear to be emerging?
  • What are they comparing?

What behaviors suggest that someone may be moving from general interest toward active consideration? Those signals are more dynamic than demographics because intent changes. A person who wasn’t relevant to a brand last month may be extremely relevant today. That’s the problem MarketStorm Intelligence Engine™ was built to address.

The MarketStorm Intelligence Engine™

At the center of our programmatic strategy is the MarketStorm Intelligence Engine™.

The Engine uses data, AI, machine learning and custom algorithms to identify behavioral patterns that may signal emerging consumer intent and transform those patterns into actionable audiences.

  1. Signals First, we identify relevant behavioral signals.

  2. Intent Then our technology looks for patterns within those signals that can help distinguish meaningful intent from broad demographic fit.

  3. Audience Those patterns inform custom audiences designed around the business, market and objective.

  4. Activation Only then do we activate programmatic media.

  5. Learning And as consumers respond, measurement created additional information that helps us understand what happens next.

It’s a continuous intelligence cycle — not just another automated media buy.

The Audience Comes First.
Channels Second.

One of the biggest advantages of programmatic technology is that an audience doesn’t have to be confined to a single media environment. Once MarketStorm has identified the audience, we can determine the environments best suited to influence it.

Connected TV for high-impact storytelling on the largest screen in the home. Display for consistent visibility as consumers move across the web. Native for reaching consumers while they are reading, researching and exploring. Streaming audio for extending influence into the moment when consumers are listening rather than looking at the screen. Digital-Out-of-Home for connecting audience strategy with relevant physical environments.

Different screens. Different moments. Different creative opportunities. One intelligence layer behind them.

That’s why MarketStorm doesn’t begin by asking, “Should we run display or CTV?” WE BEGIN BY ASKING:

“Who are we trying to influence, what is their behavior telling us, and where can we reach them most effectively?

Programmatic Gives Intelligence Somewhere to Go

This is where programmatic becomes extraordinarily powerful. Once we understand an audience, programmatic infrastructure allows MarketStorm to activate that intelligence across an enormous digital ecosystem.

An individual consumer might encounter a brand while reading an article in the morning, browsing later in the day, streaming television that evening and listening to audio during tomorrow’s commute.

Programmatic gives us the infrastructure to participate across that journey. The ability to buy an impression isn’t the competitive advantage. Knowing which impressions are worth buying is.

A woman smiling at her phone.

We Work Before
the Final Search

MarketStorm primarily operates in what we call the Intent & Influence Layer.

This is the part of the customer journey where consumers are becoming aware of needs, researching possibilities, encountering brands, comparing options and developing preferences. Eventually, some of that activity becomes explicit demand.

Search engines and other lower-funnel platforms are exceptionally effective at capturing that demand once it becomes visible. MarketStorm’s job begins earlier.

We use intelligence to identify emerging intent and programmatic media to influence what happens before the demand is captured.

That’s Why the Last Click Isn’t the Whole Story

Programmatic influence doesn’t always end with someone clicking an ad, nor should it have to.

  1. 01 CTV Encounter a brand through CTV

  2. 02 Display Ad See a display ad two days later

  3. 03 Research Research the company

  4. 04 Google Search Search its name on Google

  5. 05 Business Profile Find the business profile

  6. 06 Call Call from a business profile

CRM LEAD SOURCE: GOOGLE But the journey started long before that.

Just like when you use the internet for finding what you need, the customer journey was considerably longer. That’s why MarketStorm doesn’t evaluate programmatic solely through last-click attribution.

Depending on the campaign and business objective, we can examine direct response alongside changes in website behavior, branded activity, direct traffic, conversions, visitation and other indicators of business impact. The question isn’t simply, “Did someone click the ad?”

It’s, “Did reaching the right audience influence what happened next?”

Not Built for One Vertical. Built Around Human Behavior.

The MarketStorm Intelligence Engine™ isn’t technology designed for one industry, one business model or one company size. The common denominator is consumer behavior and emerging intent.

The MarketStorm Intelligence Engine™

That allows MarketStorm’s programmatic intelligence to work across national brands, multi-location and franchise organizations, private equity portfolio companies, regional and growth brands, and agency partners.

The business changes. The market changes.
The behaviors that indicate intent changes.
The intelligence adapts.

Programmatic Advertising, the MarketStorm Way

Book a Demo Talk to MarketStorm

There are thousands of companies that can buy a programmatic impression. That’s no longer the difficult part. There are literally hundreds of agencies who will tell you they offer programmatic ad services. The more important challenge is deciding which consumer is worth reaching, at what point in their journey, and why.

MarketStorm has been working on that problem since 2018. Most agencies just use AI to make ad serving more efficient.  That is not
what we do.

We use AI and data to make the audience more intelligent — so every ad served has the opportunity to be more effective. That’s the difference between using programmatic technology and building an intelligence system that knows what to do with it.

MarketStorm Intelligence Engine™ Find the signal. Verify the human. Understand the intent. Influence what
happens next.

Get in Touch

Good to Know

Programmatic can be complicated. It doesn’t have to be. Here are a few things worth knowing.

  • What is programmatic advertising?

    Programmatic advertising uses technology to automate the buying and placement of digital advertising across websites, apps, streaming television, audio and other digital environments. Instead of purchasing individual media placements one at a time, advertisers can evaluate and purchase advertising opportunities in real time.

    At MarketStorm, programmatic is the delivery infrastructure. Our differentiation is the intelligence we apply before the media is purchased. We start by determining which consumers may matter, then use programmatic technology to reach and influence those audiences.

  • Is programmatic the same as Google Ads?

  • Is programmatic just Display advertising?

  • What is a DSP?