The expense of programmatic advertising is not fixed and primarily hinges on the CPM. The CPM rate can fluctuate based on factors like the target audience, supply configurations, allocated budget, and the campaign duration. Tweaking these parameters can affect the campaign's final cost.
To illustrate, if all other factors remain unchanged and you aim for a wider audience, the CPM will generally be lower compared to targeting a specific, niche group. The desired targeting and the structure of the ad group play a role in determining the CPMs needed for ad space. In programmatic advertising, the pricing for advertisers is set through real-time bidding (RTB).