When programmatic advertising exploded and sent display CPMs spiraling, we were all blessed with hearing the phrase It’s a race to the bottom. It was a derogatory phrase no doubt stated by a publisher to isolate programmatic as a lesser species to their own endemic publishing environment.
And it wasn’t wrong at the time. But, let’s fast-forward to today.
There is value for the publisher game: right message, right audience and right environment. There is value for the programmatic game: right message, right audience.
B2B CPM Math Has to Work