Programmatic advertising is a method of buying digital ads using automated technology and real-time bidding, rather than manual placement. Ads are placed across display, native, and video environments based on predefined targeting and performance signals.

 

McClatchy runs programmatic campaigns using automated buying tools that evaluate inventory and place ads in real time. Campaigns are adjusted based on performance data to improve reach and frequency throughout the flight.

McClatchy programmatic campaigns support household-level targeting, location-based targeting, keyword search retargeting, and pixel-based retargeting. These options allow advertisers to reach people based on location, search behavior, and prior site engagement.

Programmatic advertising is best suited for campaigns that require scale, multi-market reach, or ongoing optimization without manual placement management.

Programmatic advertising is managed through automated buying technology and optimization processes, while self-service advertising gives advertisers direct control over campaign setup and adjustments.

McClatchy Ad Manager is a self-service advertising platform that allows advertisers to build, launch, and manage digital advertising campaigns directly without using a managed service.

Self-service advertising is designed for small and mid-sized businesses, organizations, and event marketers who want hands-on control over budgets, pacing, and campaign timing.

Advertisers can control campaign budgets, schedules, pacing, targeting selections, and creative updates while monitoring performance in real time.

Advertisers can run digital advertising campaigns across McClatchy’s digital properties using the formats supported within the platform.

The platform provides real-time reporting that allows advertisers to monitor campaign delivery and make adjustments as needed.