One question I hear from fund managers all the time is, “How do I actually use programmatic advertising to market my fund?”
It’s a fair question. You’ve built a compelling strategy. You know who you want to reach. But the digital marketing landscape is crowded and complex, and it’s easy to feel like you’re just throwing ad dollars into the void.
What you really want is to stay in front of the right investors consistently — not just when they search, but throughout the entire research and decision cycle.
That’s exactly what programmatic advertising is built for.
Programmatic advertising automates the buying of digital ad placements across websites, mobile apps, and content platforms. But the real power lies in how it uses data — location, behavior, keywords, and CRM inputs — to reach the right investors with relevant messages.
It’s not about chasing clicks. It’s about making sure your fund stays top-of-mind for the allocators who matter to you — whether they’re reading financial content, attending events, or simply browsing on their phone.
This tactic uses your CRM or list of investor addresses to serve ads directly to the household’s devices — phones, tablets, desktops.
Why I like it: It's one of the most precise ways to support your sales outreach. You're not just sending an email and hoping for the best. You’re following it up with visible, digital reinforcement in their daily browsing.
Especially effective for RIAs and family offices where outreach is already personalized.
Most site visitors don’t take action on their first visit. Website retargeting allows you to follow up with those warm prospects after they leave.
Why I like it: It’s simple, effective, and underused in fund marketing. Whether someone reads a fund fact sheet, downloads a whitepaper, or watches a video — if they don’t convert, you can stay in front of them with programmatic.
I often recommend using retargeting to bring people back to fund pages, webinars, or booking links.
This lets you serve ads to people based on financial keywords they’ve searched — not just on Google, but across publisher and data platforms.
Why I like it: You can reach investors even if they’ve never visited your site, but have shown interest in topics you care about — like “alternative credit” or “hedge fund due diligence.”
These are high-intent users. Programmatic just finds them earlier.
This approach places your ads on content pages that contain relevant financial terms — for example, articles about private equity, fixed income, or family office trends.
Why I like it: It’s cookie-less and privacy-friendly. Plus, it ensures your brand shows up in context, which is powerful for credibility and trust.
Ideal for thought leadership campaigns or content marketing strategies.
If you're only running search ads, you're missing out on all the pre-intent visibility that programmatic delivers.
Programmatic advertising helps you keep your fund in front of the right investors — consistently, and across the platforms they already use.
Not every investor will convert on the first touch. Staying visible builds familiarity, which builds trust. That’s what drives real engagement.
You don’t need a huge ad budget or complex infrastructure. With a clear audience and a few core assets, you can run smart, targeted campaigns that align with your marketing goals.
Want to go deeper?
[Download the Programmatic Advertising Factsheet] to see real-world examples, tactics, and frameworks we use at GK3 to build visibility for fund managers.