Paid Media Specialist
donovan advertising, Phila, PA, United States
Role Summary
This role is programmatic-first, requiring expertise in audience targeting, real-time bidding, and DSP management—while maintaining a strong working knowledge of the broader paid media ecosystem (Search, Social, Retail Media).
From strategy through execution and reporting, this role ensures campaigns are not only launched effectively—but continuously optimized to drive measurable business outcomes.
Responsibilities Programmatic – (50%)
Lead the planning, execution, and optimization of large-scale programmatic display and video campaigns across DSP platforms working with the Director of Paid Media
Build and manage audience strategies, including first-party, third-party, contextual, and lookalike targeting
Oversee real-time bidding (RTB) strategies, budget pacing, frequency controls, and inventory selection
Translate campaign goals into programmatic media plans, aligning audiences, inventory, and KPIs
Continuously optimize campaigns using performance data (CTR, CPM, CPA, ROAS, viewability, etc.)
Conduct A/B testing across creative, audience, and bidding strategies to improve efficiency and performance
Partner with internal teams to ensure proper tracking, tagging, and pixel implementation
Stay ahead of programmatic trends, privacy shifts, and evolving ad tech capabilities
Develop and support full-funnel paid media strategies that integrate programmatic, Search, Social, and emerging channels
Manage and optimize campaigns across Google Ads, Meta, and other platforms as needed to support client goals
Ensure channel alignment and budget allocation strategies maximize overall campaign performance—not just siloed results
Analyze cross-channel performance to identify insights, efficiencies, and opportunities for scale
Build and deliver clear, insight-driven reporting, translating data into actionable recommendations for clients and internal teams
Collaborate with Account and Content teams to ensure messaging, creative, and media strategies are fully aligned
Manage multiple client accounts with agility, balancing priorities in a fast-paced agency environment
Apply best practices across all paid channels while adapting to each platform’s role within the broader strategy
Skills Required
Strong hands-on experience with Demand‑Side Platforms (DSPs) (Example: Basis)
Deep understanding of programmatic ecosystem (SSPs, exchanges, ad servers, DMP/CDP integrations)
Experience with audience targeting strategies (retargeting, contextual, behavioral, geo, endemic)
Working knowledge of Search and Social platforms (Google Ads, Meta) to support integrated planning
Strong analytical mindset with the ability to translate data into actionable insights
Experience with campaign trafficking, tagging, and troubleshooting across platforms
Understanding of attribution models and performance measurement across channels
Qualifications
2+ years’ experience in programmatic media buying or digital media planning (agency experience preferred)
Familiarity with real-time bidding (RTB), campaign setup, and optimization workflows
Comfortable presenting performance insights to internal teams and clients
Experience with Google Analytics and/or other measurement platforms
Google Ads or programmatic platform certifications are a plus
CPG or retail experience is a plus
$60,000 – $68,000 DOE
Actual base salary determined on a case‑by‑case basis and varies on job‑related knowledge and skills, education, and relevant job and industry experience
Position will report to Director of Paid Media
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From strategy through execution and reporting, this role ensures campaigns are not only launched effectively—but continuously optimized to drive measurable business outcomes.
Responsibilities Programmatic – (50%)
Lead the planning, execution, and optimization of large-scale programmatic display and video campaigns across DSP platforms working with the Director of Paid Media
Build and manage audience strategies, including first-party, third-party, contextual, and lookalike targeting
Oversee real-time bidding (RTB) strategies, budget pacing, frequency controls, and inventory selection
Translate campaign goals into programmatic media plans, aligning audiences, inventory, and KPIs
Continuously optimize campaigns using performance data (CTR, CPM, CPA, ROAS, viewability, etc.)
Conduct A/B testing across creative, audience, and bidding strategies to improve efficiency and performance
Partner with internal teams to ensure proper tracking, tagging, and pixel implementation
Stay ahead of programmatic trends, privacy shifts, and evolving ad tech capabilities
Develop and support full-funnel paid media strategies that integrate programmatic, Search, Social, and emerging channels
Manage and optimize campaigns across Google Ads, Meta, and other platforms as needed to support client goals
Ensure channel alignment and budget allocation strategies maximize overall campaign performance—not just siloed results
Analyze cross-channel performance to identify insights, efficiencies, and opportunities for scale
Build and deliver clear, insight-driven reporting, translating data into actionable recommendations for clients and internal teams
Collaborate with Account and Content teams to ensure messaging, creative, and media strategies are fully aligned
Manage multiple client accounts with agility, balancing priorities in a fast-paced agency environment
Apply best practices across all paid channels while adapting to each platform’s role within the broader strategy
Skills Required
Strong hands-on experience with Demand‑Side Platforms (DSPs) (Example: Basis)
Deep understanding of programmatic ecosystem (SSPs, exchanges, ad servers, DMP/CDP integrations)
Experience with audience targeting strategies (retargeting, contextual, behavioral, geo, endemic)
Working knowledge of Search and Social platforms (Google Ads, Meta) to support integrated planning
Strong analytical mindset with the ability to translate data into actionable insights
Experience with campaign trafficking, tagging, and troubleshooting across platforms
Understanding of attribution models and performance measurement across channels
Qualifications
2+ years’ experience in programmatic media buying or digital media planning (agency experience preferred)
Familiarity with real-time bidding (RTB), campaign setup, and optimization workflows
Comfortable presenting performance insights to internal teams and clients
Experience with Google Analytics and/or other measurement platforms
Google Ads or programmatic platform certifications are a plus
CPG or retail experience is a plus
$60,000 – $68,000 DOE
Actual base salary determined on a case‑by‑case basis and varies on job‑related knowledge and skills, education, and relevant job and industry experience
Position will report to Director of Paid Media
#J-18808-Ljbffr