You get what you pay for. This adage is considered way too infrequently in the world of digital advertising, especially programmatic. There is so much pressure placed on gaining efficiency, both in execution and cost, that marketers have begun to prioritize “added value” impressions over meaningful business results.
But efficiency, while important, does not equate to effectiveness.
So how can marketers change the narrative around programmatic CPMs? Read the article to find out.