Taking on bad ad actors
Viewability concerns remain around programmatic advertising, with many brands left in the dark about where their ads will actually appear due to a lack of transparency from ad buying agencies, warns Chris Liversidge, md of QueryClick.
He adds that this represents unparalleled opportunities for fraud, while the damage to a brand’s reputation can be huge.
“We surveyed 150 CMOs at major brands last year,” Liversidge says. “Eight out of 10 said that they are worried that their current programmatic processes could lead to their ads appearing on web pages related to offensive content such as terror-related activities. Not surprising, then, that almost half said that they have lost trust in programmatic advertising as a result of fraud.”
He points out that while brands are now calling for a crackdown on the worst excesses, what’s really needed is oversight and authority over the bad actors.
“With major publishers taking firm action to combat fraud, we expect to see more collaboration between brands, publishers and industry bodies,” he says. “Brands using programmatic advertising should seek out independent, authoritative voices such as Jicwebs, the IAB or independent digital marketing consultancies, who can form working groups to have their voice heard and guide them through a transparent approach. Only then can we expect programmatic to make a better impression than it has to date.”