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:
How newsroom unions intervene when members get laid off
Amid the recent wave of media layoffs, here are some of the ways newsroom unions are intervening.
Despite Q1’s slow start, publishers are bullish about events revenue for 2023
Publishers like BDG and Apartment Therapy are banking on events revenue to give them a leg up in 2023.
Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention
There are no one-size-fits-all solutions for improving retention in a subscriptions business. While annual subscribers might stick around longer for some, other publishers will have better luck with monthly plans.
SponsoredHow Rumpl and Replacements got creative with CTV ad production and media buys
Sponsored by MNTN This year, marketers are balancing multiple priorities, including the convergence of two trends: the growth of CTV advertising and economic uncertainty impacting ad budgets. To keep costs low while generating ROI, savvy brands are embracing innovative approaches to production and media buys. These tactics allow advertisers to continue reaching audiences on CTV […]
Digiday+ Research: The economy will hit the media and marketing industries this year, but differently
The economy will plague both the media and marketing industries in 2023, but the hit will be uneven between publishers and agencies.
Podcast ad buyers have yet to see a slowdown
Ad buyers have yet to see clients cut their podcast budgets – though the time of podcasts as the shiny new medium may be coming to an end.