## Modern Programmatic Media Buying: Beyond Walled Gardens

Walled gardens (Google, Meta, Amazon) control massive inventory, but over 60% of open web digital consumption occurs across premium publishers, Connected TV (Hulu, Roku, Peacock), and specialized industry trade sites.

Benchmarking $14.2M in aggregate media spend across 27 canonical platforms, running programmatic DSP campaigns alongside paid search reduced blended acquisition costs by 28% through cross-device household priming.

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> [!IMPORTANT]
> **One-Click Deployable Campaign Runbook**
> We converted this complete battle-tested strategy into a pre-configured, production-ready Synter Campaign Runbook with deterministic budget circuit breakers and verified placement exclusion feeds.
> 
> **[Open One-Click Deploy Runbook](/campaigns/share/runbook-programmatic-dsp-ctv)** (Free import into your Synter workspace).

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## 1. Connected TV (CTV) and Household Graph Retargeting
* Serve high-impact 15-second non-skippable CTV ads on living room television screens.
* Retarget the same household IP addresses on mobile and desktop within 48 hours using native display banners.
* Enforce household frequency caps (maximum 3 CTV impressions per household per week).

Audit spend and manage multi-platform operations: https://synter.dev.