When programmatic advertising arrived on the scene a few years ago, it seemed like a holy grail. Many marketers thought their prayers had been answered by these demand-side platforms (DSPs) and their algorithms. If you can figure out who’s the most likely — and most ready — to purchase your brand, and deliver ads to them (and only them), what else could you need?
Quite a lot, as it turns out.
The law of unintended consequences tells us that our actions always have effects that are unanticipated or unintended. Rarely is this as clear as in the case of targeted ad buys.