Programmatic Buying Concerns: How to Reassure Advertisers

The latest buzzword in digital marketing is ‘programmatic.’ Most just throw it around without a full concept of what it even means. Basically it refers to automatic campaign optimization including, but not limited to, real-time bidding (RTB). With that explanation out of the way, the most important programmatic buying concerns are in ad fraud. With more and more of the buying process automated, how do you keep your business from being ripped off? After all, if people are going to keep automating their media buying, it has to be safe on both ends.

Let’s start with brand reputation. Brands spend untold amounts of money to associate their company with certain ideals and values in the minds of consumers. That reputation can be affected rather quickly when a consumer sees an ad next to content that doesn’t match up with their previous perception of the brand. When this happens, it makes for very unhappy clients.

Another major issue companies are having is that their ads are showing up in places that simply cannot be viewed. Obviously, a lot of money is being wasted if more than half of all online ads appear in places that can’t be seen by a consumer. One resolution of the problem may be found by using players that only kick an ad on when it is in a position to be seen. This way an impression is not created unless the ad is actually viewable.

Of course, bots and other non-human traffic are responsible for much of the unviewed impressions that occur from minute to minute. To protect advertisers, the false impressions must be detected and the ads prevented from being triggered by the bots. This is vital in order to keep advertisers convinced that this is a legitimate way to earn return on their investment.

It is vitally important that all programmatic buying concerns are resolved. If this is to be the future of the industry, there are still bugs to be worked out before advertisers will feel, and be, safe.