At my previous company, my manager had the idea to implement this in order to lower our costs and increase our profits. We spent several days looking for a company that seemed to offer what we wanted. Once we found the company, we ran a programmatic test buy and the CTR and conversions were really low. So low that we dropped our plan to continue with it early on!
Just tonight, I had dinner with a friend that sells games on desktop. "How are your google-ads working," I asked... After a sigh, she answered. "I have terrible results with all programmatic ads. They never know how to place them intelligently."
But then she went on... "I think that last year, (2014) everybody went out and bought programmatic ads. Much money was spent, and nobody looked at the returns. This year, people are looking at their results, and they are not seeing much. Ad buyers will come back to the traditional approach of buying ads from agencies that know how to place your ads, follow them, move them if necessary, and watch them throughout a campaign."
I totally agree with her. The algorithms for RTB (real time bidding) are just not too smart, and the results most people get when compared to a real human handling your campaign are dismal.
So if you still have your doubts, give us a try and compare us to your best performing programmatic buy.
You are in for a pleasant surprise!
http://wicis-media.com
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