Why ad tech is like a broken vending machine
There is no shortage of ebullient forecasts for the future of programmatic advertising. Growth is up and to the right. Automation is here and everyone must adapt. Madison Avenue is becoming like Wall Street.
And yet, beneath the surface of the excited proclamations, many made by companies with a financial interest in the automation of media, there are a raft of problems. Fraud continues to be a major issue. Viewability is, by most accounts, worse in ad exchange-bought media. Transparency, both in business practices and in media placement, is a top concern of marketers. Oh, and about the efficiency promise…
“The way that programmatic stands right now, as automated as it is, there’s so much fraud,” said Jen Brady, CEO of the agency Fred & Associates, speaking at the Digiday Programmatic Summit yesterday in Bonita Springs, Florida. “Our team spends so much time trying to fix the errors and fraud with programmatic because it’s so automated. We as an agency don’t make any margin off programmatic buys.”
To an outsider, according to Brady, the programmatic ad world is very much like a malfunctioning vending machine.
Watch the full session of Brady “calling BS” session:
Calling BS: The Promise-Reality Gap in Programmatic-HD 720p from Digiday on Vimeo.
Homepage image via Lissandra Melo / Shutterstock.com
Publishers say the competition is steeper than expected for event sponsorship dollars this year
Selling events was harder than expected for some publishers in Q2, but having a niche helped win some of the coveted sponsorship dollars.
Why some publishers are giving their AI chatbots a personality
BuzzFeed and Ingenio are hoping giving their chatbots a unique voice and tone will differentiate their AI products but others are prioritizing utility over entertainment.
Media Briefing: Publisher execs fear lack of visibility for Q3, but feel steady year over year
Publisher execs share how Q2 shook out for their businesses as they brace for an equally murky second half.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
Digiday+ Research: Nearly two-thirds of publishers think they will lose when the third-party cookie dies
Publishers have been busy prepping for the end of the third-party cookie, but that doesn't mean they think they'll come out on top in the post-cookie era. In fact, publishers count themselves among those who stand to lose from the end of the cookie.
As AI spreads across the marketing landscape, data’s role will be key to success or danger
There’s a growing awareness of the risks inherent in AI's ultra-powerful potential, but whether enough steps are being taken to mitigate them remains a huge question mark.