FIGARODIGITAL.CO.UK
The Language Of Programmatic The ‘In’ Crowds: Speaking
Bruna Gil: Programmatic disrupted the industry by making it possible to buy specific audiences at scale rather than buying the contexts those audiences might appear in. Programmatic meant a trading company was no longer limited to advertising in financial sites – they could reach a specific user who was interested in investments anywhere they went online, provided there was ad inventory available. Being able to target that same user whether they were looking at a financial section or not gave buyers a lot more power – they could focus on buying impressions or clicks at scale for the lowest possible CPM or CPC. However, ignoring context
created issues for programmatic that have come to dominate the conversation. Have advertisers unwittingly sacrificed transparency and quality to get the quantity and efficiency they were chasing? Are the impressions and clicks they are paying for genuine? In particular, there are three questions that programmatic buyers now have to ask themselves: Viewability
'Are my ads being seen?' Almost two-thirds (63 per cent) of programmatic buyers worry that they are paying for impressions that aren’t actually seen by anybody. ComScore data shows that fewer than half of all ads globally meet IAB viewability standards – and
programmatic, and the steps brands need to take to leverage the opportunities of this platform without risking their integrity online.
Bruna Gil, Programmatic Operations Lead, EMEA at LinkedIn, digs into some of the issues shaping
viewability performance is worse for ads bought programmatically. Ad Fraud 'Are the views and clicks on my ads coming from real people?' We’re seeing ad fraud emerge as a serious concern for programmatic advertisers, with 69 per cent believing that it undercuts their performance. Ad fraud occurs when 'bots' or malicious computer scripts click on ads and charge advertisers for illegitimate traffic. Brand Safety 'What type of
content is my brand appearing next to?' This is one of the biggest concerns in the industry at the moment, and it’s particularly relevant to programmatic buyers. Advertisers are growing ever more concerned about the risk of their brands being positioned alongside extremist or offensive content. These issues are
helping to drive a change in focus for programmatic. Advertisers are starting to realise that this technology doesn’t have to be used to chase scale at low cost – it can equally be directed
towards reaching high-quality audiences in transparent and 0trusted environments. Programmatic can rediscover the importance of context.
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