How We Build Audiences

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Agility Digital is here to help you create a campaign that yields results. From geofencing and audience creation to advertisement optimization and digital marketing, we have the tools to help you find your target audience. Plus, we offer self-service and programmatic advertising, leaving you with a package tailored to your skills and needs.

When you choose programmatic advertising with Agility Digital, programmatic ads, marketing, and ad placement can be included. To make things seem a little less daunting, let us walk you through what programmatic advertising entails.

Unstructured vs Structured Data

Agility uses reliable structured and unstructured data sources to build audiences.

Unstructured: Unstructured data is data that is not already organized in a predefined manner. This means we are able to build an audience using demographics, interest, intent, first-party data, location and shopping behaviors. This is essential to serving the right ads to your target audience, at the right time. Agility also uses structured data when requested by clients.

Structured: Structured data is what makes up audience segments. There are limitations with using these black-box segments since some data within the segments might be out of date. We also aren’t able to optimize structured data as well as we are able to optimize unstructured data. Agility always recommends testing various targeting methods against each other – for example, targeting unstructured data with one campaign versus targeting structured data with another campaign to see which campaign drives the best results to your ultimate return goal.

Advertising optimization comes from knowing your audience. Demographics, interests, intents, and target priorities are all important keys when studying and learning about your targeted audience. Agility has the ability to blacklist and suppress audiences that are not within your key demographic as well. Optimizations like this maximize return on ad spend. For example, if the campaign objective is to acquire net new customers, Agility would suppress current customers from the acquisition campaign strategy and focus on net new customers.

  • Age
  • Race
  • Income
  • Marital Status
  • Marital Status
  • Education
  • Language
  • Gender
  • Arts & Entertainment
  • Beauty
  • Fashion
  • Finance
  • Health
  • Home & Garden
  • News
  • Outdoor & Recreation
  • Sports
  • Travel
  • Past Purchasers
  • Pages Viewed
  • SKUs Viewed
  • CRM Data
  • Point of Sale Data
  • Keywords Searched
  • Sites Visited
  • Content Viewed
  • Keywords On Page
  • Lifestyle
  • In-Market
  • Device Type
  • Operating System
  • Browser
  • Time of Day
  • Creative Placement
  • Frequency
  • Recency
  • Location
  • Viewability

Is Programmatic Advertising Effective? Here’s How the Agility Full Funnel Approach Works

Sales Funnel

When it comes to programmatic digital marketing, Agility’s goal is to help you gain more sales. Programmatic geofencing and other digital marketing tools throughout the funnel help us narrow the target audience by gathering information and blacklisting or suppressing audiences that are not within your key demographic.

Awareness: Through contextual category targeting, audience targeting, private marketplace deals, whitelist targeting, and geofencing you’ll begin to get your company’s name out there. These tactics are often the first touchpoint in a user journey.

Interest: Now that people are more aware of your campaign/brand, you’ll continue certain digital marketing practices and add in others to gain an understanding of which demographics are interested in your product. Continue to use category targeting, audience targeting, private marketplace deals, whitelist targeting, and geofencing. Begin using native ad units as well.

Discovery: Continue moving users further down the conversion funnel, learn more about their likes and dislikes, and learn more about what they are wanting to purchase. Campaigns that are great to test out in the discovery phase are lookalike prospecting, search retargeting, behavioral audience targeting, IP targeting, and geofencing.

Consideration: You are now inviting your audience to act, and we can see if they react with search retargeting, site retargeting, IP targeting, app downloads, and geofencing.

Sale: They have responded to your invite and plan to purchase your product. We can continue to learn from them and get them to convert with CRM targeting, site retargeting, and first-party user targeting.

How Programmatic Advertising Campaigns Build Advertising Optimization

Online advertising has been a click centric world for many years. It can be challenging for advertisers to measure return on ad spend any other way since many advertisers are still using Google Analytics as a tool for measurement. In the programmatic display space, media buyers optimizing around clicks is not recommended.

While we can optimize off of a click-based return goal, we recommend optimizing off of full-funnel attribution return goal. With a full-funnel attribution return goal, Agility can help:

  • Measure full-funnel attribution: Less than 8% of online users click on display ads, not all clickers are buyers and not all buyers are clickers.
  • Create the right return goals: For example, return goals with programmatic display campaigns or return goals created around viewability. (The Interactive Advertising Bureau (IAB) defines viewability within display advertising as, “at least 50% of an ad must be in view for a minimum of one second for display ads and two seconds for video ads.”)

When choosing Agility for programmatic advertising campaigns, you can feel confident in your choice. Agility provides campaigns that will reach your customers without being overbearing.

Every user that has been collected in one of our audience pools is time-stamped and given a frequency cap on the number of impressions served to that unique user during a 24 hour period. Our frequency caps are less aggressive for higher in the funnel campaigns. And because much larger audiences are being targeted, we want to spread impressions out to more users.

As your advertising campaign moves lower in the funnel, audiences will typically have fewer users so frequency caps are more aggressive. Agility keeps a close eye on win-rate, recency reporting, and frequency reporting, to make sure that bidding and settings have the appropriate frequency during a campaign.

Find out more about our programmatic display advertising platform, and other digital marketing campaigns, by speaking with one of our highly trained media buyers.


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Website Retargeting

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Search Retargeting

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Contextual Targeting

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IP Targeting

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CRM Retargeting

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7 ways Agility takes website retargeting to a new level:

  • Building out strategic, full-funnel display campaigns
  • Helping clients understand that retargeting is just a piece of the display puzzle
  • Not only targeting clicks
  • Striving to reach humans (and not attract robots)
  • Optimizing for reach and frequency
  • Custom tagging each website for optimal retargeting performance
  • Leading consumers to purchase or take action on a website visit

Retargeting is an essential touchpoint in the marketing funnel because it’s an assurance to all of your other paid media. Consumers have raised their hand to say they are in the market to buy – make sure you are recapturing that audience and keeping them engaged. There is a lot of value in reminding prospects and customers about a website they visited and then left. It may remind them to come back and complete their purchase, or make another purchase.

Search retargeting is a 3 step process.

  1. We take your core demographic and top keywords to find potential buyers.
  2. When in search engines, users will search for keywords, but they may not visit your site – we will drive those users, who are in-market for your product, to your website.
  3. Data is collected from the page URL, title, body, meta tag and referring URL. This is a great strategy for driving upper funnel, new customer traffic. We partner with 5,500 + sites and toolbars across various verticals and categories, focusing on large, mid- and long-tail publishers.

Search retargeting is calculated upper funnel display branding. This is a great strategy for driving upper-funnel, new customer traffic. We partner with 5,500 + sites and toolbars across various verticals and categories, focusing on large, mid- and long-tail publishers.

Contextual targeting is targeting people with display advertising based on the content they’ve engaged with online. There are threetwo types of contextual display advertising:

  1. Keyword contextual: where a client has read content containing certain keywords or been on a web page that has certain keywords on it.
  2. Topic contextual: where display ads are served on web pages that are relevant to a general topic such as beauty, sports, education, etc.
  3. Whitelist contextual: where a client has provided certain websites and we show ads to users on those sites that we have whitelisted.

Agility can serve display advertisements to consumers based on their internet access point (IP address) or create a blacklist of IP addresses for exclusion from your display campaigns.

Customer relationship marketing (CRM) targeting is leveraging first-party data to target potential customers or current customers with display ads.

Clients can segment their customer database into groups they’d like to target with display advertising. CRM segment ideas can be done in two ways, building a lookalike audience off of top client data or targeting loyal customers with display ads the general audience can’t see.

Let Agility upload your CRM database and help you organize your CRM lists in ways that can be successful and lucrative. When you choose Agility, we can tailor your CRM targeting to focus on new customers, putting loyal customers in a suppression list.. This suppression list can then be used in your programmatic display campaigns, so you only spend ad dollars on converting net new users.

Geofencing is the use of GPS or RFID technology to create a virtual geographic boundary, enabling software to trigger a response when a mobile device enters or leaves a particular area.

Geofencing allows you to – 

  • Measure online to offline conversions.
  • Target with pinpoint accuracy (accurate down to 2 1/2 inches).
  • Target events.
  • Build custom online audiences using offline location data.
  • Drive mobile performance and mobile reach.

Read More


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Connected TV

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Programmatic audio is the use of technology to automate the selling and insertion of ads in audio content like podcasts, digital radio and music-streaming services.

Examples of Programmatic Audio Inventory:

  • Spotify
  • SoundCloud
  • Tune In
  • Google Play Music
  • Pandora

With Agility’s OTT/CTV offering, advertisers have access to the most advanced advertising solution in the market. Powered by three distinct methods of audience targeting, getting the right message in front of the right person at the right time has never been more effective.

Agility’s OTT/CTV advertising solution allows marketers to be able to target both big screen and small screens, and also attribute a lift in in-store foot traffic from households that have been served OTT/CTV ads. OTT/CTV advertising with Agility is the most effective and impactful way to deliver video creative to a specific audience and attribute an ROI to your campaign.


  • Ability to track a lift in in-store foot traffic from households which have been served OTT/CTV ads
  • Ability to target at the screen size
  • Vast, accurate reach
  • Unmatched scalability of audience targeting
  • Non-skippable, immersive content format that allows advertisers to engage with a unique audience that is committed to the content they are consuming
  • Reach a unique group of video consumers that advertisers can’t target with traditional TV commercials
  • Serve video ads pre-roll, mid-roll, and post-roll within streamed content on the big screen and other connected devices
  • Access to inventory for both short- and long-form content on the big screen and other connected devices
  • Allows advertisers to combine the impact of TV with the precision of digital
  • Seamless way to access and buy premium OTT/CTV inventory on the same centralized platform as your display, mobile, video, and native campaigns

Agility’s OTT/CTV Inventory:

Agility has access to the following devices, exchanges, and publishers to provide premium OTT/CTV inventory:


Amazon | Apple | Asus | Google | Hisense | JadooTV | LG |Microsoft | MiniX | NVIDIA | Roku | Samsung | Sony | Xiamoni


AdapTV | Beachfront | Freewheel | Rubicon | SpotX | 75+ PMP deals

Creative Specs Needed to Get Started Video Standards:

  • Dimensions: 960x720px and 960x540px
  • Audio Bitrate: 128 kbps or higher
  • Video Bitrate: 2.0 Mbps or higher
  • Preferred format: mp4 (h.264)
  • Max video file size: 10 MB with a max final load size of 200 MB

The programmatic ad inventory eco-system started by only serving display ads (originally called banner ads). Which means that a large percentage of all programmatic inventory is for display ads. With the exception of some specific instances, we highly recommend that advertisers include display ads
for all campaign strategies to ensure maximum audience reach. Agility has access to all of the major ad exchange networks which allows us to serve ads on millions of websites across the internet and over 600,000 mobile apps. This access extends our reach to 98% of American households. Agility’s display ad framework can support 39 unique ad sizes to accommodate desktop, smartphones and tablet users. Our HTML5 framework functions like a website. This means our ads can do just about anything a website can. 90% of all display inventory is made up of these 3 sizes. 300×250, 160×600, 728×90. Other trending ad sizes we utilize include the following- 300×600, 300×50, 320×50, 320×480 and 970×250.

Within the most popular ad sizes for display advertising there are two ad sizes that are mobile only: 320×50, 320×480, and the 300×250 shows on both desktop and mobile. As consumers have become more connected through their phones and tablets, our display advertising audiences have made a shift to be increasingly more mobile focused. We serve on some of the biggest mobile sites and mobile apps. We always apply publisher blacklists to our campaigns to keep your ads off of spammy apps and sites. Agility utilizes cross-device user matching to serve ads to people on all screens. There are two types of cross-device users matching –probabilistic and deterministic. Probabilistic simply means that a device or multiple devices “probably” belongs to a specific person. Deterministic means that it’s “determined” that the devices belong to the end person. Agility only uses deterministic user matching with 95% certainty that the person we’re following cross-device is in fact the intended prospect.

Native ads are best described as ad units that appear to be cohesive with the website, or part of the native website experience.

Examples of Websites Native ads will appear on:


Native programmatic ads dynamically change to accommodate each individual website. You can run as many variations of native ads as you would like.

All we need to get started are three simple things for each ad unit:

  1. 25 max characters for the header
  2. 90 max characters for the body element
  3. Static 1200×628 Image
  4. (Optional) 3rd party tracking

Note: Agility does not write native ad copy, so this would need to be supplied. However, Agility’s ad design team can create the imagery.

Video advertising trades on the same exchanges as programmatic/display advertising. Some find that this can be a cheaper option when compared to traditional TV, connected TV (CTV) or over the top (OTT) advertising. Spending budget on programmatic video ads, to target users online with video preroll and video banner ads, usually has lower CPMs than CTV and OTT. Many advertisers are running video campaigns on YouTube, but don’t realize they can expand their reach on video campaigns quite significantly. There are many publishers that have video inventory outside of just YouTube. Agility can report back on if the ads were skipped or skippable across all publishers.

Creative Specs:

  • Dimensions: 960×720 px and 960x540px
  • Audio bitrate: 128 kbps or higher
  • Video bitrate: 2.0 mbps or higher
  • Preferred format: mp4 (h.264)

Video Types:

  • Interstitial: Web page displays before or after expected content
  • InBanner: Video built into a banner ad
  • Instream: Pre-roll, mid-roll, post-roll

Other Items to Consider:

Auto-Play Sound: On/off — Click to play is preferred by publishers

Cross Device Targeting

Agility is able to serve targeted ads to all screens as part of the campaign. We use probabilistic and deterministic matching to pair individual users up with their various devices. With Agility, you’ll be able to see the entire consumer journey across all devices, for each user. This allows for seamless cross-device advertising and conversion tracking.

  • Mobile Smartphones
  • Desktop
  • Tablet
  • Connected TV
  • Audio
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Cross Device Partners

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Agility is able to attribute revenue and conversion events to programmatic display campaigns with the use of tags. The way an advertiser tags their website is imperative to programmatic display success. The right tagging allows for the right media buying optimizations on your campaigns. 

At Agility, we tag as many relevant pages on an advertisers website as possible. Each action a prospect takes can be put into a user pool. The more granular we can make these user pools, the easier it is to show relevant advertisements to these users and move them down the sales funnel efficiently.  

Our tagging logic is set up like light switches. As a prospect takes further action, one light switch is turned off and another is turned on. Agility can deploy up to 20 separate conversion tag tracking elements such as conversions, leads, revenue, form fill submissions, button submissions, searches on a website, newsletter sign ups, content downloads, etc.

Ad Inventory

What is Programmatic Inventory?

Programmatic Inventory is when a company or publisher offers ad space on the open market. Once on the open market, a marketer can bid on the digital ad space.

Historically, traditional media buying happened directly between an advertiser and a publisher’s website. This is what’s called a direct buy. Direct buying can be much more expensive and not as targeted as programmatic media buying. Programmatic display is an automated, data-driven buying method used across multiple platforms.

A huge array of inventory is available across all ad networks, ad exchanges, and supply-side platforms (SSPs). Running with a programmatic vendor like Agility allows you to access Google AdX, which offers the same sites as GDN and millions more. We also have access to direct publishers and other SSPs such as Pubmatic, OATH, and hundreds more.

Today, advertisers no longer have to guess what websites their users are visiting and direct buy inventory on those websites. Programmatic display advertising finds the users in your relevant audience with behavioral, location and offline demographic data. Programmatic advertising is a one to one experience where an advertiser can serve the right ad, at the right time, to the right person.

Inventory Sources: 

98% household reach across multiple inventory sources.
AppNexus, OpenX, Rubicon Project, One by AOL, and many others.

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Inventory Integrity:

Integral Ad Science, Double Verify, Are You Human, White Ops


At Agility, we believe in complete transparency. All our clients have access to a dashboard with real-time reporting, and automated HTML-5 inline email reporting.

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    The majority of digital spend has shifted to programmatic, which means leveraging programmatic has become vital to the success of online marketing strategies. What most don’t realize is it requires the use of man and machine to drive results. Pick a partner who has the right technology and a team of experienced professionals. At Agility, we have a passion for helping advertisers find their key demographic and spending their advertising dollars efficiently. Most agencies are the jack of all trades and master of none – we focus on programmatic display and not all of your online advertising channels. We do one thing really well and it’s display advertising. Let’s meet to discuss your return goals around display campaigns now.