The Real Value of Progammatic

The real value of programmatic is that the most critical measurements happen before a single dollar is spent.

This author gives the example of an agency that used an A/B test of sorts, where one campaign was manually optimized daily by a small team and another was algorithmically optimized for performance...

The results were startling, as the shift allowed them to now spend a third of the time they used to spend stewarding the campaign. They were able to allocate one campaign manager instead of three, freeing up the rest to develop meaningful marketing insights.

The write goes on to explain the implications...

In the machine vs. man race to optimize, the power of algorithms is compelling. When advertisers use our multiple-goal feature to optimize all three metrics — viewability, in-demo and completions — we’ve seen campaigns with 80 percent viewability and a 90 percent completion rate, while reaching the target demographic, saving both time and money in the process.