Programmatic ad buys are easy but costly in ad spend and result in less response.

In fact, marketers could save, at minimum, $13 billion by cutting click-bait websites from their ad spends using programmatic ad buys.

Here is the problem. The average campaign runs on 44,000 websites when just a few hundred would reach most audiences.

That’s why direct buys can produce better results.

The best strategy for marketers is a custom, not cookie cutter media buy.

The convenience and image of programmatic advertising has become the choice of most marketers, sacrificing respect.

It’s been called a spray-and pray approach for programmatic media-buying, with the average campaign appearing on tens of thousands of top-level domains.

But a more selective approach could reach about 95% of your valued audiences.

The primary reason driving programmatic media buying is cost. However, in the real world not all media buys and not all impressions are equal. ‘Cheap’ media inventory is not ‘quality’ inventory.

The Association of National Advertisers confirmed these findings in a new report.

21 large marketers’ programmatic advertising were analyzed.

The study surveyed $123 million in ad spending, representing about 35.5 billion impressions, between September 2022 and January 2023.

If you’d like a second opinion or help with your digital ad spend, contact my team at CDMG. Call Michael at 615-933-4647 or email him at [email protected].