This study examines how programmatic advertising can serve as a strategic tool to manage the reputational crisis faced by Tesla Spain, driven by media controversies surrounding its chief executive officer and increased competition in the electric vehicle market. The decline in consumer trust is attributed to both the public conduct of the chief executive and the rise of emerging competitors, necessitating a strategy that reinforces the brand’s values of innovation and sustainability. A mixed-methods approach was employed, combining literature review, case study analysis, expert questionnaire, and the utilization of professional tools such as InfoAdex, Google Insights Finder, and Galileo. Data triangulation enabled the identification of the target audience, evaluation of media consumption, and the design of a tailored and measurable programmatic strategy. Findings indicate that 64.3% of respondents hold a negative perception of Tesla, primarily due to controversies linked to its chief executive. Additionally, competitors such as BYD and Polestar are perceived as possessing greater leadership and quality. The identified target demographic, aged between 35 and 55 years, demonstrates a strong affinity for digital media, connected television, online audio, and digital out-of-home advertising, which guides channel selection. A programmatic strategy based on DV360 is proposed, incorporating mobile retargeting, YouTube advertising, connected television, digital audio, and premium media outlets. This approach aims to enhance consumer engagement, strengthen brand perception, and restore visibility within secure and high-quality environments. The study offers an innovative and replicable model for other brands facing similar crises.