Google tests the efficiency of Programmatic Guaranteed for marketers and publishers

Google has run a test, alongside Boston Consulting Group and Nielsen, to try to ascertain how much more efficient it is to run campaigns through a consolidated Programmatic Guarantee system, versus a siloed open market and direct route.
According to the research, the campaigns drove 11% more in reach efficiency, meaning the campaigns reached 11% more unique customers by using Programmatic Guaranteed.
The research looked at 10 campaigns by large advertisers globally, with three running in Asia Pa