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Launching a Campaign? 5 Reasons Programmatic Outperforms Big Media

Big media platforms like Meta, Google, and TikTok are advertising powerhouses. There’s no denying it.

They reach billions, offer intuitive tools, and make it easy to launch campaigns quickly. For many advertisers, they’re a go-to for broad reach. But if you’re targeting specific markets, or if you’re looking to connect with niche audiences and boost ROI (Return on Investment), programmatic advertising brings unique advantages to the table.  

Let’s break down what programmatic is, how it differs from big media, and why it matters, especially for brands focused on emerging markets.  

First: What Is Programmatic Advertising?

Programmatic advertising is the automated, data-driven process of buying and selling digital ad space in real time. Instead of manually negotiating with publishers or limiting yourself to one platform’s inventory, programmatic uses algorithms to connect advertisers with ad space across thousands of websites, apps, and platforms—all in milliseconds.  

Here’s how it works:

When a user visits a site or app, the publisher’s available ad space goes up for auction. Advertisers (via tools called demand-side platforms, or DSPs) bid on that space, using data to decide if the user is a good fit. The highest bidder’s ad runs instantly. This speed and automation allow advertisers to reach the right user, in the right place, at the right time—across the Internet, not just one platform.  

1. Reach Beyond “Walled Gardens” (Backed by Growth Data)

Big media platforms thrive on their “walled gardens”—closed ecosystems where their users, data, and ad space live. Meta’s audience is on Facebook/Instagram; Google’s is on Search/YouTube; TikTok’s is in its app. This is powerful for scale, but a significant portion of users in key markets exist outside these gardens.  

Programmatic advertising revenue reached $134.8 billion in 2024, marking an 18.0% increase from 2023. This growth reflects a shift toward automated, AI-driven ad placements, which allow advertisers to tap into audiences beyond big media’s ecosystems.  

In Southeast Asia, for instance, local social apps and regional news sites get huge engagement. These users have high intent. They actively engage with topics your brand cares about. But they might not use big media platforms to do that.  

Take a sustainable fashion brand targeting Southeast Asia. Meta can reach millions for awareness. But to connect with users actively researching eco friendly fabrics? You need access to independent sustainability blogs, local fashion forums, and regional e-commerce sites. Big media often misses these spaces.  

How GatherStar helps:

We aggregate traffic from a vast network of premium publishers, including independent sites, vertical apps, and regional platforms. This means you can reach users in niche spaces where your target audience actually spends time.  

2. Targeting That Gets Specific (For Complex, Market-Specific Needs)

Big media platforms offer strong targeting tools. Meta lets you target by interests; Google uses search intent. For broad campaigns like promoting a new snack brand to “foodies”, this works. But their data is limited to their own ecosystems, which falls short for brands with complex, market-specific needs.  

61% of programmatic revenues come from open real-time bidding (RTB), while 39% come from private marketplaces. This split shows a stable balance between open competition (for scale) and direct deals (for precision)—exactly what brands need to target niche audiences.  

In Southeast Asia, a maternity brand might need to reach “35–44-year-olds in urban Indonesia who recently viewed baby products on local parenting apps and use Android devices.” Big media can target broad groups like ‘parents in Indonesia’ and even add filters like device type (e.g., Android). But they can’t track specific actions on independent local apps—like ‘viewed baby products on a regional parenting app.’

Programmatic fills this gap by combining data across platforms. For instance, by combining 10+ data signals, from partner publishers and platforms, programmatic builds hyper-specific audiences:

  • Behavioral: Users who viewed your product category on regional apps.
  • Geographic: Those in specific cities/neighborhoods.
  • Demographic: Age, income, or family status.
  • Contextual: Browsing on mobile during evening hours.

How GatherStar helps:

Our platform is built for these multi-dimensional, market-specific needs. We let you layer signals, ensuring your ads reach the most relevant audience, not just a broad group.  

3. Avoid the “Premium Traffic Tax” (Boost Efficiency and ROI)

Big media platforms are popular. And as such, global giants and local startups fight for the same users in hot markets. This competition pushes costs higher.

For niche industries (like fashion, beauty, B2B) and specialized audiences, CPCs (cost per click) and CPMs (cost per thousand impressions) on big media climb. Just like fashion brands pay more for “sustainable shoppers,” B2B and niche advertisers fight over a small pool of ideal targets.

Internet advertising grew 14.9% in 2024. This growth comes from performance-driven models, where programmatic shines. It targets “underrated” inventory: Ad space on independent sites or niche apps (like a parenting blog in Indonesia). These platforms have engaged users but fewer advertisers. So costs are lower, and conversion rates are higher.

How GatherStar Helps:

GatherStar’s AI-powered bidding tools find these high-conversion spaces in your target markets. It’s not about spending less. It’s about spending smarter to boost ROI.

4. Go Global (Without Losing Local Touch)

Big media platforms support global campaigns, but their localization capabilities are limited in emerging markets. Basic translation isn’t enough. These regions need culturally relevant imagery, compliance with local data laws, and payment methods that match user habits.

Programmatic advertising, by contrast, is built for global-local balance in these markets. It connects you to truly local publishers (e.g., Southeast Asian social apps) and pairs this with tools to avoid missteps.

How GatherStar helps:

We partner with global and local publishers worldwide who understand cultural nuances, compliance rules, and user habits. We ensure your ads use region-specific imagery, comply with local data laws, and even optimize for preferred payment methods, so your campaigns feel ‘local,’ not generic. You’ll “speak the local language” and win trust in markets where it matters most.

5. Get Support That Grows With You

Big media platforms offer great self-service tools, but for brands new to certain markets, that’s rarely enough.

Imagine launching a campaign in Indonesia and seeing low engagement. How do you know if it’s the ad creative, the targeting, or a cultural misstep? Big media’s generic tutorials won’t answer that.  

Programmatic platforms like GatherStar prioritize hands-on support. Every advertiser gets a dedicated account manager who knows your target markets inside out. They help with:  

  • Campaign setup;
  • Real-time optimization;
  • Troubleshooting.
    This isn’t about big media “failing”. It’s about programmatic filling the gap for teams that need market-specific guidance.  

Programmatic: The Key to Winning in Emerging Markets

Big media platforms have their place. They’re great for broad reach and brand awareness. But in today’s complex digital landscape, they can’t address the unique needs of advertisers targeting emerging markets or seeking precision and ROI.

Programmatic advertising solves these challenges by:  

  • Tapping into audiences beyond big media’s “walled gardens.”
  • Offering hyper-specific targeting for complex, market-driven needs.
  • Reducing costs and boosting efficiency in competitive markets.
  • Ensuring global campaigns feel local and compliant.
  • Providing hands-on support to maximize results.

At GatherStar, we’re focused on making this easy for brands. Whether you’re a small business expanding into Southeast Asia, a mid-sized brand launching in Brazil, or a growing company entering Russia, we’ll help you unlock programmatic’s full potential.

The result? More relevant audiences, better efficiency, and campaigns that truly resonate.


If you’re looking to craft more effective, AI-driven ad experiences, start with GatherStar today. And if you want dedicated expert support to maximize your results, reach out to the GatherStar team to explore how we can help elevate your programmatic campaigns.