The programmatic industry has always leaned toward a “more is more” mentality, and rightfully so. It was, after all, built to support the dizzying array of growth to meet the demand for digital. This, however, resulted in more impressions, more platforms, more optimization, more content, more speed and more opportunities to monetize all the eyeballs. But sooner or later, “more” reaches a point of diminishing returns. And as it turns out, the tide is already shifting to bring advertisers back down to Earth.

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