Programmatic ad buying continues to soar — and with it, marketers’ worries about fraud and transparency in the inventory they’re buying.
A new Association of National Advertisers and Forrester survey found that 79 percent of respondents made programmatic buys in the past year — up from 35 percent in their last survey two years ago.
At the same time, respondents considered ad fraud and a lack of transparency in the process to be serious obstacles to the effective use of programmatic. Fully 69 percent said they were concerned about higher bot fraud.
In the area of transparency, concerns have spiked since the 2014 survey. For example, 64 percent say they’re concerned about a lack of transparency around costs in the programmatic supply chain — up from 37 percent two years ago. There were also big jumps in concerns over a lack of visibility into inventory, firms involved and data used to define audiences.
Marketers see big benefits in programmatic, with its ability to do better targeting, manage buys across media and optimize them in real time. As a result, its use is widespread and growing, with 93 percent saying they plan to use it in online display in the coming year. Respondents also plan to expand its use in online video, search and audio. Beyond digital media, marketers also said they expect to expand programmatic buying in TV, print and outdoor.
The survey also asked respondents what steps they’re taking in response to transparency concerns. Their top three were requesting detailed campaign guidelines and reporting from agency partners (62 percent); updating “blacklists” (51 percent); and targeting “whitelists” (45 percent).
Now again for the bad news: Marketers are lagging in taking other steps to address transparency issues, according to the survey, with only 24 percent creating restrictions for sourced traffic and 15 percent creating a private marketplace, for example.
The survey was conducted in February and is based on responses from 128 ANA members.
Why brands want to make NFTs useful, rather than profitable amid the crypto downturn
Despite the volatility in the crypto markets, consumer brands and e-commerce platforms are trying new ways to evolve NFTs from being novel collectibles to something more useful for both consumers and companies.
‘Get it off the ground’: How virtual restaurant app Nextbite partnered with Wiz Khalifa to lift brand awareness
Nexbite hopes the partnership with delivery-only restaurant Packed Bowls by Wiz Khalifa will create brand lift and return business.
Despite mounting recession fears, esports brand partnerships are on the upswing
Esports orgs’ desire to expand beyond hardcore competition is, in part, a response to brands stepping up their in-house knowledge of the gaming and esports space.
SponsoredFor brands, first-party data is unlocking the cookieless ecosystem
Bill Masterson, president, Publishers Clearing House Media A dominant factor guiding the industry has been that cookies and mobile app IDs are vanishing and will be replaced by some mixture of new and emergent identity solutions. As a result, the market is alive with new and exciting alternatives to replace the third-party browser cookie and […]
To speak out or not: That is the question facing employers in the wake of Roe
If employers can stay out of the biggest political and social issues of our time, should they?
Companies are offering to cover abortion-related travel expenses to employees, but with strings attached
Dozens of companies have offered abortion-related travel benefits. But for some the offer comes with strings attached.