Dive Brief: 

• New Zealand teen sensation Lorde mentioned the Maybach car brand in her mega-hit "Royals," sparking millennial's curiosity about the brand. 
• Because of increased searches for the term Maybach, programmatic prices for the brand spiked 233% at the end of last year for search and display ads, according to programmatic media-buying platform ChoiceStream.
• Not only did the spike in searches drive up the price, but the demographic searching the term are a sought after group that drive the price up further. 

Dive Insight: 

This phenomenon is a perfect case study in the flaws of programmatic buying. A seemingly niche term can explode because of just one line in a popular song. In this case, advertisers that want to reach people in the market for a luxury car brand like Maybach aren't targeting those people at all, but rather a group of young pop music fans who likely have a used car budget.