With a little programming you can easily track a campaign's effectiveness. Without tracking you are blindly spending on advertising like people did foolishly during the boom.
Anyways, I think I will give this program a shot. I spoke with a rep. at SF Ad:Tech and I'd be interested in seeing how effectively their automatic bid management works based on the target CPAs I give them.
I have yet to try out 3rd party bid management applications though...I'd be curious to hear how people compare the 3rd party applications compared to the inhouse ones like overture's.