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Programmatic buying is great and helps campaign managers in automating various decisions. However, something needs to be taken into consideration that programmatic buying is an automated solution which means it will make decisions based on Artificial Intelligence and machine learning so the key here is to ensure that you have a flawlessly sound measurement funnel which continuously tells your media buying program that "Lead A" is good quality and "Lead B" is not so it continues to learn and show you better results.
If I would recommend it to anyone or not? this solely depends on that company's ability to track their conversions accurately and you will be surprised by the number of companies unable to track their conversions properly. IF you can't track your conversions properly then programmatic is nothing new, It's been there since Google AdWords was launched. The only reason why programmatic is getting the due attention is because it now offers automation with satisfactory results but if you can't measure results then better not worry about programmatic buying.
