Programmatic advertising has gained fame with marketers very quickly. The platforms are a perfect solution for digital media. The number of businesses adopting the technology is simply skyrocketing. The year 2014 saw programmatic advertising and a good infrastructure already established for advancements. 2015 is further witnessing increase in programmatic advertising spend and hopefully precedes a favorable environment for 2016.
To know about programmatic advertising, read Link to the blog “Is Programmatic Advertising the iRobot of Advertising”.
Why is programmatic advertising so popular?
The digital world has tremendous opportunities in advertising and marketing. Brands needed a competitive solution to explore and optimize this open opportunity. At the same time, ad tech in the digital environment is great, a technology that simplifies the framework of advertising and ad ops (ad operations).
A vast amount of data can be put to optimum use with the help of programmatic advertising.Performance tracking and attribution analysis further increase the efficiency of marketing. In fact, a whole new world of opportunities has been unlocked by the technology. To know about the benefits of programmatic advertising read: Link to the blog “Make Programmatic Advertising the Differentiator of Your Brand!” But along with the benefits, a few issues have been raised in relation to programmatic advertising. Let me sail you through the pitfalls encountered by:
Fraud clicks
Fraudulent activities are a real challenge.Advertisers end up getting great click-through rates when spaces are bought on fraudulent sites, creating bot traffic (non-human traffic). When such sites are part of the ad space, they muddle the strategies of marketers gravely. Ad spaces are usually low cost, which further tempts the advertisers to buy the seemingly potent and cheap spaces.Marketers invest more and more on fraud clicks and a lot of money and effort end up being wasted.This naturally curbs the reach of the ads.The technology hasn’t grown far beyond its inception and has great scope for advancements. But there are too many cons in the digital space. Advertisers need to focus on key performance indicators (KPIs), attribution models, and optimization efforts to evade click frauds.
Inventory quality and viewability
In order to tackle the issue of fraud advertisers, seek premium ad networks and inventories. Cost may be high, but worth the benefits. Publishers need to provide fraud and viewability reporting as quality and viewability are significant factors when executing programmatic advertising. Discard those who have less viewability, poor quality and don’t follow standard measurements and metrics in order to curtail risks during programmatic ad buying stages.
Brands at risk
In an era, when brand safety is of utmost importance, programmatic advertising in its open ad exchange has put brands at risk by exposing them to fraudulent parties. Transparency has to the thumb rule that drives buyers and sellers to adopt the technology. Both parties have to learn the technology and use it wisely to ensure brand safety.
The tools and best practices like blacklisting fraudulent publishers, pre-bid, real-time filtering, and insightful strategies are helping advertisers to tackle the risk factors and achieve desired results.Being in a nascent stage, programmatic ad buying and advertising will take time to eliminate the pitfalls and obstacles. It has happened before with technology but was fixed. It is happening again and will be dealt with again!
Author Bio:
Preethi vagadia is a marketing manager worked in the marketing department with top notch companies and has over 8 years of experience in content management solution, Advertising Technology, ad server software. Sports, content writing and music are her hobbies.
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