A Guaranteed Opportunity in Programmatic Advertising

In late 2017, Michelle partnered with Boston Consulting Group (BCG) in a groundbreaking collaboration that revolutionized the digital advertising landscape. The research, analyzing publisher- and advertiser-consented data, revealed critical inefficiencies in traditional digital advertising processes that were costing the industry millions in operational waste.

The review unearthed a number of pain points in the traditional digital advertising reservation process, many of which are common in the negotiation, setup, and delivery of digital advertising campaigns as well as in other business processes.

This seminal study catalyzed the industry's shift toward programmatic guaranteed advertising, identifying untapped value for advertisers, agencies, and publishers alike. The impact of this work continues to resonate: As of 2024, programmatic guaranteed deals have become the dominant force in digital advertising, representing nearly 60% of total display advertising spend.

https://www.bcg.com/publications/2018/guaranteed-opportunity-programmatic-advertising