While programmatic channels make it easy for media buyers to get scale, a spray-and-pray approach to low-cost impressions is simply a bad idea when budgets are tight. After all, you get what you pay for. Tough economic times like these will surface flaws in even the most micro-targeted campaigns that aren’t directed toward content environments with a high propensity to perform. For marketers, this is the time to demand better quality inventory and higher standards. It’s a good time to double-down to ensure your programmatic media investments reach your most important and influential audiences in environments they trust. 
Why does environment matter? Companies like ComScore, IAS and Newsworks have all published research demonstrating quantifiably better consumer response to ads appearing in trusted media environments. Statistics like 300% better mid-funnel favorability, 75% more likeability and 50% higher engagement are some of the findings that compare consumer outcomes from advertising in premium, trusted content relative to the open web. 
Thus, when advertisers and their agencies need to make every penny count, it’s clearly worth it to invest the time and resources to optimize toward high-quality, premium content. And while premium may cost a bit more per impression, the markedly higher effectiveness will tip the ROI equation in your favor.