The Programmatic Primer: To maximize ROI, think beyond programmatic

Gian Fulgoni

This article highlights some of the weaknesses in programmatic ad buying, including cookie deletion meaning ads are served multiple times, demographic targeting being imprecise as multiple people use one computer, and ads that are not viewed either because they are below the fold or subject to fraud.

The Programmatic Primer: To Maximize ROI, Think Beyond Programmatic

This article is part of The Programmatic Primer, Warc's essential guide for advertisers to the latest online advertising techniques. The report includes detailed advice on how to work with companies in the online advertising ecosystem, plus use cases of programmatic in action. View a .

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