{"id":2422,"date":"2024-03-16T07:42:51","date_gmt":"2024-03-16T07:42:51","guid":{"rendered":"https:\/\/ryarc.com\/?p=2422"},"modified":"2026-08-25T04:07:55","modified_gmt":"2026-08-25T12:07:55","slug":"adding-one-video-as-additional-content","status":"publish","type":"post","link":"https:\/\/ryarc.com\/es\/recursos\/blog\/adding-one-video-as-additional-content\/","title":{"rendered":"Programmatic Decoded, Part 1"},"content":{"rendered":"

Is Programmatic Actually Making You Money \u2014 Or Just Moving It Around?<\/strong><\/p>\n

In the last year or two, the rush toward programmatic among small and mid-size DOOH companies has seen a significant rise. Sales teams at some of these companies seem to treat it like a messiah \u2014 whatever the revenue problem is, plugging into more SSPs is the answer.<\/p>\n

Here’s the pattern I keep seeing. Revenue drops. Sales teams feel the pressure. So, the network throws its doors open to SSPs \u2014 chasing automated demand, often without holding much back or setting real rules for what leaves and on what terms.<\/p>\n

Done without that control, here’s what tends to happen: some money does come in, initially. Then something strange starts showing up in a lot of these networks \u2014 the more programmatic demand they open themselves up to, the thinner margins seem to get. Fill rate goes up. Yield often goes down. Rates that used to be set with confidence start drifting toward whatever the exchange will clear. Control quietly shifts to whoever owns the pipe.<\/p>\n

What often gets lost in that rush:<\/p>\n