What Programmatic Advertising Must Do to Restore Trust With Brands
Programmatic advertising’s woes have been much publicized, ranging from brand safety problems to concerns over misleading ad reach measurement.
While initially attractive for its automation, the problems soon became apparent as the format allows less control for advertisers over where ads are placed.
While some anticipate a move away from programmatic toward planned media buys as a result of those issues, others are convinced programmatic can move past its growing pains as media companies do more to educate and inform buyers over risks. Recent revelations about ad fraud may have proven surprising, but more accurate audience measurement will ultimately give ad buyers a more grounded understanding of what to expect from the format and it will take such transparency to fully win back advertisers’ trust.
Advertisers initially saw programmatic as being “cheap and easy,” GroupM managing partner, digital, investment lead Sarah Warner said at an Advertising Week panel on Thursday. “But it’s actually complicated and requires an investment to hire a team dedicated to ensuring it’s done right.”