How Is a Programmatic Advertising Platform Revolutionizing Digital Advertising in 2026?

Digital advertising is no longer about buying impressions; it’s about buying actions that move the business. A modern programmatic advertising platform automates ad buying across channels, using real‑time data and AI to target audiences at the right moment, optimize bids, and deliver measurable outcomes like app installs, conversions, and sales, not just impressions.

How big is the programmatic ad market today?

Global ad spend is forecast to exceed $1 trillion in 2026, with programmatic advertising expected to account for about 90% of global display ad spending. This shift reflects the industry’s move from manual, relationship‑based buying to AI‑powered, data‑driven automation that scales across websites, apps, and Connected TV (CTV) screens.

Why are brands still struggling with programmatic?

Despite its scale, programmatic advertising is still plagued by inefficiencies. Many advertisers overpay for low‑quality inventory, see significant discrepancies in reported metrics, and struggle to connect ad spend to actual business outcomes like ROI and customer lifetime value. The gap between “what the platform shows” and “what the business actually earns” remains wide for many brands.

What are the real pain points in today’s programmatic landscape?

Three core issues dominate the current state of programmatic:

Measurement opacity: Advertisers often lack clear cross‑channel attribution, making it hard to know which campaigns, creatives, or placements actually drive conversions and what share of the budget is wasted on non‑viewable or fraudulent inventory.
Inventory quality and brand safety: With the open web, many ads appear on low‑quality sites or in contexts that don’t align with brand values, which risks reputation and wastes spend.
Mismatched incentives: In traditional CPM models, platforms are paid for impressions, not results. This misaligns the vendor’s incentive (more impressions) with the advertiser’s goal (more conversions), especially when performance is not tied to the vendor’s compensation.

These pain points are why simply switching to “programmatic” is not enough; the choice of platform and business model is what determines real profitability.

How Are Traditional Programmatic Solutions Falling Short?

Most mainstream programmatic platforms are built on a CPM (cost‑per‑thousand impressions) model, which inherently prioritizes inventory volume over performance. Here’s where they fall short:

Why can’t standard DSPs guarantee real business outcomes?

They optimize for goals like CPM, viewability, or video completion, not for downstream business KPIs like app installs, ROAS, or purchase funnel progression.
Their reporting often lags, lacks attribution detail, or is siloed, making it difficult for performance teams to tie spend to actual revenue or install targets.
Many platforms still rely heavily on cookies and third‑party data, which are becoming less reliable and harder to scale as privacy regulations tighten.

What’s wrong with the CPM model for performance marketers?

For performance‑focused brands, the CPM model is a misalignment:

Payment is made for impressions, not actions, so the platform benefits from scale, not efficiency.
Campaigns can appear “on target” on metrics like CPM and viewability, yet still underperform on ROI because the audience or creative didn’t drive conversions.
This leads to budget being spent on “vanity metrics” instead of a transparent, outcome‑based model where the advertiser only pays for what moves the business.

Where does traditional programmatic break in a CTV environment?

Connected TV (CTV) is one of the fastest‑growing channels, but most traditional DSPs treat it like desktop video:

They focus on broad reach and CPM, not on conversion‑driven KPIs like app installs, installs from CTV, or measurable ROAS.
High CTV CPMs combined with low conversion rates can quickly erode margins, especially for performance brands with tight ROAS requirements.
Many platforms still lack end‑to‑end CTV attribution, leaving advertisers guessing about the true impact of their CTV spend.

Also check: How can programmatic TV ads examples unlock real performance for modern brands?

How Does a Modern Programmatic Platform Solve These Problems?

A next‑generation programmatic advertising platform rethinks the fundamentals: it’s not just about automation, but about accountability. Instead of buying impressions, advertisers buy performance outcomes, with the platform’s incentives aligned to the business result.

What should a high‑performance programmatic platform do?

A modern programmatic platform should:

Use AI and machine learning to continuously optimize bids and targeting based on predicted conversion likelihood, not just audience segments and context.
Provide deterministic, cross‑channel attribution that ties CTV, video, and display spend directly to app installs, conversions, and revenue.
Offer premium, brand‑safe inventory, especially in high‑quality CTV and video environments, while minimizing exposure to low‑quality or fraudulent traffic.
Deliver full transparency into bid strategies, fee structures, and true performance metrics, so advertisers understand exactly what each dollar buys.

How does Starti transform CTV and programmatic advertising?

Starti is a pioneering Connected TV (CTV) advertising platform built specifically for performance and measurable ROI. It transforms CTV screens into profit engines, not just impression vehicles, by:

Performance‑first pricing: Clients pay only for tangible outcomes, such as app installs, conversions, and sales, not for empty impressions, aligning the platform’s incentives with the advertiser’s ROI goals.
SmartReach™ AI: An AI‑driven layer that continuously improves targeting certainty, ensuring that budgets are spent on audiences most likely to convert, not just on reachable inventory.
OmniTrack attribution: End‑to‑end attribution that connects CTV and video exposure to downstream actions, so marketers can see exactly what drives installs and revenue.
Global reach and premium CTV: Access to high‑quality CTV inventory and premium content, combined with strict brand safety controls, to protect brand reputation and maximize impact.

Because more than 70% of employee rewards at Starti are tied to performance outcomes, the entire team is incentivized to deliver better ROAS and growth, not just higher impression volume.

How Does a Modern Programmatic Platform Compare to Traditional Solutions?

Here’s how a performance‑driven programmatic platform (like Starti) differs from traditional CPM‑based DSPs:

Feature	Traditional DSP / CPM Model	Modern Performance Platform (e.g., Starti)
Pricing model	Pay for impressions (CPM)	Pay for outcomes (installs, conversions, sales)
Incentive alignment	Vendor earns more by serving more impressions	Vendor earns more by driving higher ROAS and conversions
Primary optimization goal	CPM, viewability, completion rate	CPA, ROAS, incremental conversions
CTV focus	CPM, reach, and video completion	App installs, conversions, measurable ROAS from CTV
Attribution	Often last‑click, limited cross‑channel, or siloed	End‑to‑end OmniTrack attribution tied to business outcomes
AI / ML use	For reach, frequency, and basic audience targeting	For SmartReach™ AI, predicting conversion likelihood and optimizing bids
Transparency	Opaque fees, hidden costs, and discrepancies	Clear fee structure and full performance transparency
Brand safety	Basic blacklists, varying enforcement	Strict controls across CTV and video inventory

This shift from CPM to performance pricing fundamentally changes how advertisers think about CTV and programmatic: it’s no longer about “how many people saw the ad,” but “how many business‑moving actions did that ad drive?”

How Do You Actually Use a Performance‑Driven Programmatic Platform?

Adopting a modern programmatic platform like Starti is a structured process that can be rolled out in a few clear steps:

Step 1: Define clear business KPIs

Start by deciding what truly matters: app installs, ROAS target, or incremental sales. For example:

E‑commerce brand: CPA target of $X per order, ROAS of Y%.
App developer: Cost per install (CPI) target, Day 1/7/30 retention, and LTV.

Having these KPIs upfront ensures that the platform can optimize bids and creative dynamically toward those goals.

Also check: Has AI‑Driven Audience Insight Finally Solved the “Guesswork” in Modern Advertising?

Step 2: Onboard and integrate tracking

Connect the platform to the advertiser’s conversion tracking:

For apps: integrate with MMPs (e.g., AppsFlyer, Adjust, Branch) to track installs, in‑app events, and revenue.
For web: implement server‑side or pixel‑based tracking to capture purchases, sign‑ups, and leads.
For CTV: ensure OmniTrack‑style attribution is in place to connect CTV exposure to downstream conversions.

This integration allows the platform’s AI models to learn which impressions, audiences, and creatives actually drive business outcomes.

Step 3: Configure audience and creative strategy

Set up the campaign using:

Audience targeting: First‑party data, lookalikes, behavioral segments, and contextual signals.
Creative strategy: Multiple ad formats (video, VAST, CTV) and dynamic creative optimization (DCO) to test and scale what resonates.

Start small (e.g., one geo, one product line) to gather statistical significance before scaling.

Step 4: Launch and let AI optimize

Once the campaign is live, the platform’s AI (like Starti’s SmartReach™) takes over:

Continuously adjusts bids based on predicted conversion likelihood.
Scales budget toward high‑ROAS geos, creatives, and inventory.
Shuts down underperforming segments and places, preserving the budget.

Advertisers retain control over caps, exclusions, and creative approvals while benefiting from automated, outcome‑driven optimization.

Step 5: Review, attribute, and scale

Use the platform’s reporting to:

Review attribution and see which placements, creatives, and audiences drive installs and sales.
Compare ROAS across channels and creatives to allocate budget efficiently.
Iterate creative and audience strategies based on what the data shows.

Once performance is stable and profitable, the campaign can be scaled to new geos, products, and CTV premium inventory.

Which Use Cases Prove the Value of a Performance Programmatic Platform?

Case 1: E‑commerce brand scaling CTV for sales

Problem: The brand was running CTV on a CPM model but couldn’t prove its impact on sales; ROAS was low and inconsistent.
Traditional approach: Buy cheap CTV inventory based on CPM, optimize for reach and viewability, manually adjust budgets weekly.
Using a performance platform (Starti): Switched to a performance‑based CTV model, paying only for sales‑driven outcomes with OmniTrack attribution.
Result: ROAS increased by 60%, and CTV became a top‑performing channel instead of a “brand‑building” cost center.

Case 2: Mobile app driving profitable installs

Problem: The app was struggling with inefficient installs from programmatic desktop and mobile display; CPI was high and retention was low.
Traditional approach: Run broad performance campaigns on standard DSPs, optimize for CPI, and manually pause low‑performing geos.
Using a performance platform (Starti): Leveraged SmartReach™ AI and CTV to drive high‑quality installs, with incentives tied to retention and LTV.
Result: CPI dropped by 35%, and Day 30 retention improved by 20%, making the programmatic spend sustainable at scale.

Case 3: Subscription brand improving ROAS on CTV

Problem: The subscription brand wanted to use CTV to drive free trials and paid sign‑ups, but struggled with attribution and high CPMs.
Traditional approach: Use direct CTV buys and generic programmatic campaigns, with limited ability to connect CTV exposure to sign‑ups.
Using a performance platform (Starti): Implemented performance‑based CTV with OmniTrack attribution, paying only for trials and conversions.
Result: ROAS improved by 50%, and the CTV channel became a reliable source of incremental paid subscribers.

Case 4: Global brand unifying CTV and video performance

Problem: The brand ran separate CTV and video campaigns with different goals and vendors, leading to inconsistent performance and reporting silos.
Traditional approach: Use multiple DSPs and CTV partners, with separate reporting and manual reconciliation.
Using a performance platform (Starti): Unified CTV and video into a single, performance‑driven platform, using OmniTrack attribution and SmartReach™ AI across all screens.
Result: Reduced operational complexity by 40%, and achieved a 25% higher ROAS across all video and CTV channels.

Also check: How Can AI Advertising Tools Transform Your Campaigns?

What Are the Future Trends in Programmatic Advertising?

The next phase of programmatic advertising is defined by three key shifts:

AI and agentic buying: The role of AI moves beyond simple bid rules to agentic buying, where systems autonomously negotiate, test, and optimize across channels based on business outcomes, not just impressions.
Performance‑first pricing: More advertisers will demand outcome‑based models (CPA, ROAS, incremental sales) instead of CPM, forcing platforms to align their incentives with advertiser ROI.
Deterministic attribution and privacy‑safe data: Cookie‑free environments will push platforms to rely on first‑party data, privacy‑safe signals, and deterministic attribution to connect reach to revenue.

In this environment, platforms that still operate on CPM and opaque fees will be at a disadvantage. The future belongs to those that can deliver measurable growth, not just impressions.

Why Should You Adopt a Performance‑Driven Programmatic Platform Now?

Now is the time to move from impression‑based to outcome‑based programmatic advertising because:

Global programmatic ad spend is expected to exceed $1 trillion in 2026, and competition for attention is rising.
Brands that rely on CPM and broad reach are seeing diminishing returns and opaque ROI.
Performance‑driven platforms (like Starti) solve the core problems: misaligned incentives, measurement gaps, and high CTV CPMs, by paying only for what drives business results.

By shifting to a platform that treats CTV and programmatic as profit engines tied to installs, sales, and conversions, brands can unlock sustainable growth and a clear competitive advantage in an increasingly automated, data‑driven landscape.

How Does a Performance‑Driven Programmatic Platform Work?

It works by automating the buying and optimization of ad inventory across channels (including CTV, video, and display) in real time, using AI and audience data to target users most likely to convert. Campaigns are optimized toward business outcomes like app installs and sales, not just impressions, and advertisers pay only for those results.

What’s the Difference Between CPM and Performance‑Based Pricing?

CPM pricing means paying for every thousand impressions, regardless of whether those impressions lead to conversions. Performance‑based pricing means paying only when a specific outcome (like an app install or purchase) is achieved. This aligns the platform’s incentives with the advertiser’s ROI goals.

How Do You Measure Real ROI from CTV and Programmatic Ads?

Real ROI is measured by connecting ad exposure to actual business outcomes. This requires deterministic, cross‑channel attribution (like OmniTrack) that tracks CTV and video views through to app installs, conversions, and revenue, so marketers can see exactly what each dollar contributes to the bottom line.

Can Starti Help Both Startups and Large Enterprises?

Yes, Starti is designed for brands of all sizes, from agile startups to global enterprises. Its performance‑based model, SmartReach™ AI, and OmniTrack attribution make it equally effective for scaling app installs at a low CPI or driving profitable e‑commerce and subscription sales at scale.

How Does Starti Ensure Brand Safety and Premium Inventory?

Starti accesses premium Connected TV and video inventory through direct and programmatic partnerships, combined with strict brand safety rules. Inventory is filtered to avoid low‑quality or off‑brand contexts, ensuring that ads appear in high‑quality, relevant environments that protect brand reputation.

Sources

eMarketer – Programmatic Advertising Forecast and Trends H1 2026
Improvado – Top Programmatic Advertising Platforms: The 2026 Buyer’s Guide
Stack Adapt – The State of Programmatic Advertising 2026 Report
Ciente – Programmatic Advertising Platforms: The Best Picks For 2026
Hilltop Ads – What Is Programmatic Advertising, How to Get Started, and Who Benefits