Marketers rethink cheap programmatic as ad waste mounts
By Seb Joseph
The latest ad fiasco might suggest otherwise, but some marketers are finally shedding one of their deepest programmatic misconceptions.
Turns out, fixating on low-fee supply chains, or prioritizing ad tech intermediaries with the cheapest fees, was never the magic fix they hoped for. If anything, it’s looking more like a game of chasing rebates than a revolution in efficiency.
The cracks started showing when the math stopped adding up.
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Source:: Digiday
