The Programmatic Primer: To Maximize ROI, Think Beyond Programmatic

This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a PDF version.

Gian FulgoniBy relying on computers to eliminate people costs in the buying and selling of digital advertising, programmatic offers buyers and sellers substantial savings. However, when using programmatic on the exchanges it's important for buyers to confirm what they're getting for their money. Ostensibly, one is buying ad impressions delivered to a specific audience, but there are three areas where things can go wrong:

  • the frequency delivered is too high
  • demographics reached are incorrect, and
  • the ad is never in view to the consumer.