Overview
Building an in-house programmatic capability from scratch might seem complex – but it’s absolutely possible.
During my time as Programmatic Manager at TVN Warner Bros. Discovery, I developed and implemented the in-house setup: from SSP and DSP integration to automation, campaign planning, and direct deals.
Here’s what it takes to build a programmatic engine that drives both efficiency and revenue growth – all within the organization.
Step 1: SSP Setup & Inventory Optimization
Our journey began on the supply side. As part of the internal SSP team, we managed TVN’s digital inventory and developed a sophisticated segmentation system to ensure the highest quality impressions were delivered to the right buyers.
- Inventory Categorization: We segmented inventory based on content type, engagement rate, viewability, and device.
- Bid Request Expansion: One of our key goals was increasing the number of bid requests sent to market — ensuring more impressions were available for sale across programmatic channels.
- Yield Optimization: By implementing automated pricing rules and dynamic floors, we maximized the value of each impression. Bids were tested across a broad pricing range — starting from 0.01 — to match market demand.
- Header Bidding + Waterfall: A hybrid monetization model allowed us to prioritize high-value buyers without losing revenue from fallback buyers.
Step 2: DSP Enablement & Programmatic Buying
Once our SSP foundations were in place, we moved to building the DSP strategy and execution layer.
- Platform Selection: We implemented and operated within three main DSP platforms: DV360, The Trade Desk, and Adform — covering diverse client needs and campaign requirements.
- In-House Team Creation: We built a dedicated team responsible for programmatic media planning and buying. The team was trained internally — no external consultants were involved.
- Product Development: We created bundled ad products combining programmatic and direct inventory to offer scalable, data-rich campaigns for brands.
- Training: We invested in deep education for the internal team, covering everything from auction mechanics to audience strategies and campaign optimization.
Step 3: Data-Driven Execution & Revenue Growth
Using our proprietary data sources and advanced targeting capabilities, we ensured campaigns delivered results for advertisers across all major channels:
- YouTube Inventory (via TVN’s channels)
- Owned Media Platforms (Player.pl, TVN24, etc.)
- Open Market Inventory
Each campaign followed full-funnel planning principles: from awareness to conversion — and our media mix was optimized dynamically using performance data.
- Automated Pricing Engines: These saved time and improved yield without increasing team size.
- Creative Optimization: Campaigns were structured to test multiple creatives dynamically and adapt bids based on engagement.
- Support for Agencies and Clients: Our in-house experts provided hands-on support in setting up and running campaigns across the chosen DSPs.
Outcomes:
Increased inventory fill rates and eCPMs
Scalable in-house buying capability across key programmatic platforms
Reduced operational costs by automating key tasks
Strengthened TVN’s position as a data-driven media house
Improved transparency and control over media trading
Key Takeaways
Building In-House starts with people — and we invested heavily in internal talent, not external support.
Deep integration of SSP + DSP strategy drives true digital maturity.
Automation and technology selection were critical to scale without bloating headcount.
Data usage and segmentation unlocked significant performance lift and monetization value.
Looking Ahead: This project laid the foundation for a new era of digital media operations at TVN. With increasing complexity in the programmatic landscape, my setup allowed us to act faster, optimize better, and deliver more value for advertisers.
Are you thinking about building your own In-House media capability? Let’s talk about how we can bring the same level of precision, performance, and process design to your organization.