Why are conversions so “low” on Programmatic Campaigns?

Brand managers typically focus on sales figures, and so are only really interested in conversions, Returns on Investment (ROI) for their media campaigns. With Programmatic gaining a foothold in the Nigerian market, it’s important for brand managers to understand how to measure display campaign performance.They may hear of a campaign with millions of impressions, a 1% click-through rate, and wonder ‘where is all my budget going?’