Why Programmatic Advertising Should Be Your Top Priority in 2023!

The argument for giving programmatic budget priority is not that it is newer. It is that the alternative allocates money to the channels that are easiest to credit rather than the ones doing the work.

Across six independent measurements, the post-view share of conversions landed between 89% and 96.2% — so an operator reading clicks alone sees roughly one conversion in ten. Budget follows the report, and the report is usually reading the tenth. That is a measurement-completeness finding rather than an incrementality claim, and the working is in click and view attribution in programmatic advertising.

Which is to say the priority question is downstream of the measurement question. Fix what governs the number first, then argue about the split. The buying routes themselves are set out in types of programmatic advertising.

ThumbAd is an independent programmatic trading desk in Oslo, trading on The Trade Desk across Europe, Africa, North America and Latin America since 2012, with betting and gaming at the core.