• iMedia Connection, Wednesday, June 12, 2013 1:40 PM

An iMedia Connection blog post this morning spelled out why programmatic buying might actually be hurting your return on investment (ROI), not improving it.

"The problem with ad exchanges is in part an issue with the inventory of the exchanges themselves, and in part with the agencies doing the buying. While Cost Per Thousand Impressions Rates (CPM) and Cost Per Click Rates (CPC) are lower on ad exchanges, the logic that these lower costs make exchanges a better option than direct buys is flawed," iMedia Connection wrote.

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