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I finally compared programmatic buying against direct placements for a local campaign
Spent 6 months running programmatic ads for a car dealership in Columbus and thought I was killing it. Decided to test a few direct placements with local news sites and radio streams for the same budget of $3,000. The direct stuff brought in 12 actual test drive bookings while programmatic gave me 2. Has anyone else seen a bigger gap like that between these two approaches?
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