If your agency is recommending programmatic ad buying, change agencies

  • According to research conducted by a professor at MIT programmatic ad buys may not just be unproductive, it may be counterproductive.
  • 3rd party data may be useless at the most elementary of targeting tasks.
  • Using data acquired from 3rd party brokers improved targeting performance by 184%,but creates extra costs of about 238% on average in comparison to random placements.
  • Adobe inspected traffic across thousands of its client sites and found that 28% of the traffic showed “non-human signals” indicating that it was fraudulent.

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