Today’s programmatic marketplace can be a tangled and an often-confusing ecosystem for buyers and sellers. Throw brand safety and viewability concerns into the mix and there could be a (programmatic) problem. So what’s the solution? Well, as you’re about to find out, it depends on the problem.
One thing’s for sure: Transparency matters. The clearer and more honestly buyers, sellers and their partners communicate about inventory quality and the processes in place, the better the result — for both sides. Check out the graphic below to take a see how two main problems, brand safety and viewability, can arise and how Publishers can work with their demand partners to move past them.
More from Digiday
Digiday+ Research: Influencers see more Instagram engagement with still images than Reels
When it comes to sponsored posts featuring influencers on Instagram, images actually perform better than short-form videos.
Media Buying Briefing: Agencies debate biggest questions over TikTok’s future
While TikTok’s future in the U.S. hanging in the balance, agencies are already adjusting social media plans and preparing contingencies with clients and influencers – despite not hearing a lot from TikTok directly at this time.
How CTV platforms are pushing non-traditional ad formats — but not too far
Roku, Samsung and Vizio each used their NewFront presentations to introduce new ad options that go beyond the standard 15- and 30-second interstitials.