The technology involved in programmatic buying is particularly useful in generating a large volume of ads. This way, programmatic creative can be used to both inspire and test creative variations. Here, the creative process meets technology by suggesting and validating decisions with big data. Meaning, there is no one better than the other, is more of a question about which one will work best for this particular campaign.
With that in mind, we studied the performance of all types and sizes to see if we could spot a pattern or tendencies to help marketers and advertisers when it comes to programmatic advertising.
We divided the study in 3 variables:
- Number of Impressions
- CTRs performance
- Device ( Desktop & Mobile)
This is an overall and general segmentation that will hopefully help you decide strategic and tactical questions. The study was made with the following criteria: all sizes that run in the DSP within the same time frame of 1 month were evaluated. This means, that each chart supplements the other. For example, desktop and mobile is a contained within the charts of Impressions and CTR% performance.
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