Wednesday, June 17th, 2026 – 4:21 pm
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Programmatic buying is only getting more (and more and more) automated and agentic. But more accountable? That’s a different story.
Precise.ai, a startup founded by a pair of ad tech vets, is trying to change that by applying an approach called “decisioning economics” to programmatic, which involves measuring the cost and contribution of everything that goes into buying an impression instead of only looking at the end result.
Agencies and brands get plenty of performance metrics from their partners, said Spencer Potts, CEO and co-founder of Precise.ai. What they usually don’t get is a clear sense of which targeting, bidding and optimization choices actually helped and which just added cost.
