Programmatic buying and selling firm Rubicon Project recently completed a study with data firm Contexxt that demonstrated the effectiveness of programmatic advertising. The study concluded that buying ads programmatically can increase return on investment by 20 percent and raise bottom line sales by five percent. The study, to be released this week, carefully noted that these results will not be realized unless there is a strategy at the onset of a campaign. Mari Kim Novak, Global CMO Rubicon Project, explained, “You also need a thoughtful strategy with smart allocation across desktop, mobile and video. Brands that are thoughtful about their channel-specific investment are the ones that will maximize returns from their overall programmatic strategy.”
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