As an anecdotal data point, I once configured a test campaign on Doubleclick Bid Manager (now Google DV360) about two years ago that I needed some quick exposure on. So I set a budget cap of 100$ just for safety and didn‘t do any targeting, so I was effectively bidding on half the worlds‘ ad inventory. What I didn‘t check or notice was that pacing wasn‘t set to even, but to Flight ASAP.
Suffice to say, I spent 730$ within _seconds_, so fast actually Googles systems couldn‘t even switch off fast enough to prevent 7,3x overspend, and the only thing that prevented stupid me from a five digit spend was probably choosing an unusual ad size.
Suffice to say, I spent 730$ within _seconds_, so fast actually Googles systems couldn‘t even switch off fast enough to prevent 7,3x overspend, and the only thing that prevented stupid me from a five digit spend was probably choosing an unusual ad size.
Fascinating stuff indeed :)