The programmatic question every eCommerce CMO is about to get asked is: “Why isn’t programmatic in the mix?”
Amid rising acquisition costs and boards pushing for channel diversification, programmatic advertising/eCommerce brands' strategy media mix alignment is an increasingly vital step towards scale.
This isn’t about whether programmatic offers perfect attribution. It’s about whether programmatic improves overall marketing efficiency. Brands that build the capability now will enjoy a significant advantage as the channel matures later.
Why Are More Boards Asking About Programmatic?
More boards are asking about programmatic because of increasing pressures facing $10M to $50M eCommerce brands. From rising Meta and Google costs to audience saturation, investor pressure to diversify growth keeps climbing.
In the current landscape, CMOs need a clear answer when asked about programmatic advertising / eCommerce brands’ strategy media mix alignment. Among the most important components for CMOs to consider are retail media networks (RMNs), programmatic Supply Path Optimization (SPO), and multi-touch attribution modeling.
What Are the Biggest Objections to Programmatic and Are They Still True?
The biggest objections to programmatic are: “we can’t attribute it,” “it’s only for awareness,” “we’re not big enough,” and “our agency already handles Google and Meta.” While the first objection is true, the latter three are false or outdated when taking context into account.
At Cake, we know firsthand how operators can overcome these objections and integrate programmatic advertising / eCommerce brands' strategy media mix alignment.
“We Can't Attribute It.”
While last-click attribution undervalues programmatic (due to its position in the funnel), brands can overcome this with blended performance and Marketing Efficiency Ratio (MER).
MER is the total revenue divided by total marketing spend, which measures overall marketing efficiency instead of individual channel attribution.
“It's Only for Awareness.”
Modern programmatic supports mid-funnel sequencing, retargeting, win-back campaigns, and competitive conquesting. Five years ago, programmatic was only for awareness, but today, programmatic advertising / eCommerce brands' strategy media mix alignment is more in accordance with CMOs’ needs than ever.
“We're Not Big Enough.”
When interfacing with broader programmatic, brands can run meaningful test campaigns for $5,000 to $10,000 per month. When running ChatGPT Ads inventory via StackAdapt, there’s also no minimum spend requirement. Ultimately, measurement readiness matters far more than company size.
“Our Agency Already Runs Google & Meta.”
While Google and Meta capture demand, programmatic advertising / eCommerce brands' strategy media mix alignment creates additional demand. This expands reach beyond current audiences. With programmatic, CMOs build the structural pipeline feeding Google and Meta performance downstream.
What Role Should Programmatic Play in an eCommerce Media Mix?
In an eCommerce media mix, programmatic should strengthen the mid-funnel, complement existing paid channels, support retargeting outside Meta’s ecosystem, and extend reach beyond Meta and Google audiences.
Don’t forget: each channel performs a different tactical function.
| Google & Meta | Programmatic |
|---|---|
| Captures existing demand | Builds future demand |
| Focuses on in-platform audiences | Expands incremental reach |
| Optimizes immediate conversions | Supports the full buying journey |
What Does a Practical 90-Day Programmatic Rollout Look Like?
A practical 90-day programmatic rollout starts with building the foundation during month one, testing a campaign during month two, then making further evaluations and decisions during month three.
With this approach to programmatic advertising / eCommerce brands’ strategy media mix alignment, CMOs are best positioned to answer questions from boards or investors.
Month 1: Build the Foundation
- Choose one objective.
- Define success before launch.
- Measure blended performance rather than ROAS.
Month 2: Test One Campaign
- Run a focused campaign.
- Resist optimizing for clicks.
- Monitor overall revenue and MER.
Month 3: Evaluate and Decide
- Review performance after roughly 60 days.
- Scale if blended performance improves.
- Diagnose creative, audience, or measurement before concluding the channel doesn't work.
Final Thoughts
Programmatic advertising / eCommerce brands’ strategy media mix alignment is becoming a growth conversation, not an experimental channel. For CMOs to ensure brand success moving forward, they must measure overall business impact rather than perfect attribution.
Source: Forbes
Here at Cake, we have a proven track record of helping operators evaluate, implement, and scale accordingly. If programmatic is on your radar for 2027 planning, this is the conversation to have now.
Book a call with us today to get started.
FAQ
When should an eCommerce brand start testing programmatic?
An eCommerce brand should start testing programmatic as the brand begins to reach $10M to $50M.
How much budget is needed?
A monthly budget of $5,000 to $10,000 is needed to run programmatic test campaigns.
Can programmatic replace Google or Meta?
Programmatic cannot replace Google or Meta, but should work in tandem with Google and Meta.
How should success be measured?
Success with programmatic should be measured by data points tracking future demand, incremental reach, and support for the entire buyer journey.
How long should brands test before making a decision?
eCommerce brands should test for 90 days before making a decision about programmatic.
