Cost has always been a main driver in the adoption of programmatic, with research from IAB Europe revealing 70% of advertisers in new markets enter programmatic to lower the cost of media, says Jeff Melio, VP, agency partnerships at Sovrn.
For years open exchanges gave media buyers access to a glut of online inventory at rock bottom CPMs. Buyers were always aware there was an element of waste in the supply; a few impressions that perhaps didn’t quite hit the target, but with access to such cheap media who was really worried about a few wasted ad dollars?
Read the whole article here: When low cost means high loss in programmatic ad buying
Source: M&M Global
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