With programmatic being all the rage in both Europe and North America, it’s important to note that while it’s becoming a trendy buzzword — it’s actually an incredible tool that provides benefits to both publishers and ad agencies.
In this four part blog series More than a buzzword: Programmatic transparency and control — we are going to identify both issues and solutions when it comes to this booming ad tech trend.
We had an opportunity to talk to our own expert, Jagdish Narigara, ClearPier’s director of product management on all of these issues.
Issues with transparency
An AOL survey conducted in August 2014 on programmatic revealed inventory quality and transparency (or lack thereof) are the top concerns of Publishers and Advertisers, with more than 60 per cent of execs in both camps being concerned.
“[From the] publisher’s perspective — they should be able to monetize their inventory with trusted partners (good quality advertisers) and be aware of hidden costs of selling the impressions on platforms that claim to be programmatic,” says Narigara, “From the advertiser’s perspective, they should be able to buy quality inventory from the trusted partners with full visibility into where their ads are getting displayed.”
In fact, earlier this year ANA & FORRESTER’s survey of 153 marketers showed advertisers had concerns about the level of transparency provided by current programmatic platforms —42 per cent said their concerns increased in the last year.
Issues highlighted in September’s World Federation of Advertisers (WFA) were as follows:
- – Half of the respondents said they weren’t happy with the way data is captured, store and used
- – 85 per cent were concerned with ad placement
- – 64 per cent of the polled current programmatic practices such as “arbitrage” were unacceptable and they were not happy with the mark-ups on inventory
- – Concerns with bot traffic (20 per cent of all online display and mobile ad impressions have been deemed ‘invalid’), according to the report
Back in March, ANA & FORRESTER released a survey that indicated top issues related to transparency reported by advertisers were the visibility into targeting data (49 per cent) and understanding ad placement (43 per cent). According to the port, the advertiser’s concerns are as follows:
- – Served versus viewable impressions for digital media.
- – Media rebates to agencies.
- – Masking of Digital ad placement (e.g., frequency caps, inappropriate content, share of voice, above-the-fold, etc.).
- – Lack of visibility into data used to define audience targeting.
“While potential of Programmatic is tremendous, lack of implementation of transparent ecosystem by Platforms is hampering its effectiveness,” says Narigara, “When implemented in its true sense, Programmatic can uncover hidden horizons!”
NEXT –> Solving issues of programmatic transparency
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