How KAYAK.com Embraced a Programmatic Strategy for its Performance Marketing Efforts Reaching a 120% ROI
Know the exact sites where your ads are being displayed, the precise consumers to whom your ads are being displayed, the exact price being paid, all related fees, and the impact these factors have on ROI.
Execute real-time bidding decisions on a far more granular level versus a simplified average pricing approach that is susceptible to manipulation by ad networks who bundle low (or x) value media with higher quality media to maximize their own profits.
Make all necessary adjustments to campaigns to maintain maximum ROI in a dynamic bidding environment vs. relying upon ad networks to make manual optimizations that slow the process down.
Through a programmatic partner relationship learn to test new ideas and see how they impact ROI - something that cannot be done through an ad network.