Four BIG Reasons Why CMOs Should Put Their Faith, Trust & Pixie Dust In Programmatic

Four BIG Reasons Why CMOs Should Put Their Faith, Trust & Pixie Dust In Programmatic
SHARE
THIS



Have you lost all faith in programmatic advertising? Prepare to have it restored in full after reading this…

Programmatic. It’s a word that’s becoming more and more prevalent in the advertising and marketing vernacular, yet it seems not all marketers are convinced it’s the right way to go.

Some fear their ads will appear next to extremist or low-quality content, while others complain about how confusing the programmatic landscape is and are sceptical of opaque ‘ad tech taxes’ that drain roughly half of the money they spend in programmatic.

Another issue is fraud. It represents theft of marketer dollars and poses an existential threat to the digital ecosystem – the system that funds compelling journalism, music, gaming, and online information – because it undermines brands’ trust in the programmatic marketplace.

According to a recent report from the CMO Council and Dow Jones, 72 per cent of programmatic advertisers are concerned about brand integrity and control.

Advertising waste is also a factor that marketers are increasingly keeping an eye on, with online viewability an issue that’s been plaguing them in recent years.

A global study by Kantar Millward Brown last year found viewability to be the biggest tactical challenge marketers face in the media and digital landscape.

Furthermore, Australian online advertising’s viewability is at just 57.2 per cent, according to Integral Ad Science’s Media Quality Report for the second half of 2017.

Simply put, trust and transparency in programmatic advertising needs to be restored for it to reach the heights many have predicted.

While digital publishers rely on their technology partners to help them fund important and compelling content, marketers need a trusted and brand-safe marketplace where they can engage consumers and achieve return on their ad investment.

According to AppNexus’ director of market development in Australia and New Zealand, Samuel Tan, the programmatic landscape is set to enter another phase – one that will drive more trust, with a firm focus on quality, outcomes and transparency.

Here are four big reasons why Tan believes marketers should jump onboard the programmatic train:

  1. It’s a safe place to buy media on the open web

Tan argues that unlike Facebook and YouTube, whose entire businesses are based on monetising (often low-quality) user-generated content, marketers can turn to programmatic marketplaces to buy inventory from high-quality publishers such as Fairfax, News Corp Australia, The Guardian, and Nine Entertainment.

These companies all employ journalists, editors, fact checkers, designers, video producers, game designers, and app developers so they don’t have to worry that their ads will appear next to low-quality and possibly dangerous content.

  1. Transparency is the key

Companies such as AppNexus are working towards delivering no hidden fees and end-to-end fee transparency from brand to publisher across the board.

Tan says one promising opportunity is to leverage audit payment providers who use technology like blockchain to audit the supply chain.

“If marketers can see and verify how much of their budget reaches high-quality publishers, and how much goes to paying technology fees, we can restore much of the trust that’s currently lacking in the programmatic ecosystem,” Tan explains.

  1. The quality of inventory is top notch

Two-and-a-half years ago, AppNexus rolled out an aggressive initiative to crack down on invalid traffic, low-quality inventory, domain spoofing, and unauthorised re-selling.

It subsequently imposed some of the industry’s most far-reaching prohibitions against hate speech and fake news, and committed significant resources to develop advanced detection tools and to understand (and shut down) the various business models that bad actors deploy.

But maintaining inventory quality is not just a static endeavour of detection, according to Tan.

“The markers we searched for in January will not look the same in December. Bad actors have proven themselves highly adaptive,” he says.

“We need to do more than just detect; we need to delve deeply into the business models that inform fraud schemes and use that understanding to stay ahead of bad actors.”

AppNexus is also part of Ads.txt, a global initiative by the Interactive Advertising Bureau designed to eliminate counterfeit inventory in the programmatic advertising ecosystem by giving publishers a standardised way to publicly list all of their authorised partners.

  1. It offers guaranteed outcomes-based buying

With advanced machine learning prediction, platforms like AppNexus can enable buyers to only pay for their desired outcomes.

“With guaranteed views, buyers can target the entire open internet. They can use viewability as a given and optimise campaigns for other KPIs they care about,” Tan says.

“Their budgets are spent 100 per cent on media that works for them: viewable impressions that also achieve their outcomes.

“This idea of optimising to views can be extended to other KPIs like video completions.”

Please login with linkedin to comment

AppNexus Programmatic Programmatic Advertising

Latest News

The Inspired Unemployed Launch Their Own Podcast Via Spotify
  • Media

The Inspired Unemployed Launch Their Own Podcast Via Spotify

The Inspired Unemployed are launching a Spotify Original podcast, giving Australians even more insight into the larrikin’s unexpected fame and adventures. Commissioned by and only available on Spotify, the first ever podcast from the duo will bring a whole new dimension to the adventures of Matt and Jack, two best mates who still can’t quite […]

Diversity Is Good For The Bottom Line, So Why Isn’t Anyone Listening?
  • Opinion

Diversity Is Good For The Bottom Line, So Why Isn’t Anyone Listening?

In this guest post, Garth Williamson (main photo), country manager ANZ at Shutterstock, says all the evidence is in for a more inclusive workplace, but asks why are so many still shunning the idea? The evidence is clear; inclusive marketing increases brand reach, consumer engagement and drives customer brand advocacy. And yet, few brands are […]

Opinion

by B&T Magazine

B&T Magazine
PHOTOGRAPH BY NIGEL WRIGHT. 
WRIGHTPHOTO1@MAC.COM

THE MASKED SINGER S3. EP5

THIS PICTURE SHOWS: EPISODE 5 REVEAL…MAHALIA BARNES















.
  • Media

Tuesday TV Wrap: Masked Singer Reveal Falls From Monday As Pavlova Is Uncovered

The Masked Singer’s big reveal saw a slight drop off in audience from its Monday night episode, netting an average of 654,000 viewers. That’s a decrease of 49,000 from the previous night where, as you are sure to remember, the dancing pinata was revealed to be Lote Tuqiri. Last night was the reveal of a […]

by B&T Magazine

B&T Magazine
Ray White Goes In-House For New “Proudly” Campaign Just In Time For Spring Selling Season
  • Campaigns

Ray White Goes In-House For New “Proudly” Campaign Just In Time For Spring Selling Season

Australasia’s largest real estate agency has released its biggest brand campaign ever that was all done in-house. The spring campaign, “Proudly Ray White”, was created to help service the more than 730 Australian offices under the leading group’s umbrella. Spearheaded by Ray White marketing manager Todd Alexander and brand manager David Williamson, the campaign was […]

Channel 7 Reporter Attacked With “Urine” While Reporting!
  • Media

Channel 7 Reporter Attacked With “Urine” While Reporting!

Channel 7 reporter, Paul Dowlsey had an energy drink thrown at him and sprayed with what he thinks was urine, while trying to cover the tradie protest over mandatory vaccines in Melbourne.  Protestors, many donned in the signature tradie uniform of neon yellows and oranges, took to the streets in Melbourne yesterday. Hundreds marched through […]

by B&T Magazine

B&T Magazine
JCDecaux Unveils Mass Digitisation Plans After Snaring Huge Sydney Trains Advertising Contract
  • Advertising
  • Media

JCDecaux Unveils Mass Digitisation Plans After Snaring Huge Sydney Trains Advertising Contract

JCDecaux has announces the successful outcome of one of the largest Out-of-Home advertising contracts in Australia, as Sydney Trains appoints the company as its main advertising partner across the concourses and platforms of train stations for a term of up to ten years. The company, still smarting from relinquishing the City of Sydney contract to […]

The Lab Expands Executive Team With Three Promotions
  • Marketing

The Lab Expands Executive Team With Three Promotions

Leading cultural insights and strategy company The Lab today announced the promotion of three senior staff members to executive positions in its Melbourne and Sydney offices. The promotions follow strong growth for The Lab, with the addition of new clients and the launch of its innovative new artificial intelligence and machine learning division, Lab AI, […]

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
  • Marketing

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic

Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster
  • Marketing

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster

The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown
  • Media

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown

SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]

IPG’s Reprise Appoints New Chief Product Officer & GM, Client & Commercial
  • Marketing

IPG’s Reprise Appoints New Chief Product Officer & GM, Client & Commercial

Reprise Australia CEO Maria Grivas has announced two new senior positions at the digitally-led performance marketing business that is part of Mediabrands Australia. The appointments are Grivas’ most prominent steps since taking her role in June this year. “At Reprise our mission is to help brands build and accelerate customer flow,” said Grivas. “These new […]

QMS’ Jemma Enright Talks The Company’s Plans For The City Of Sydney’s $300M Outdoor
  • Media

QMS’ Jemma Enright Talks The Company’s Plans For The City Of Sydney’s $300M Outdoor

Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]

by B&T Magazine

B&T Magazine
Two M&C Saatchi Creatives Talk Making Art To Stay Fresh
  • Opinion

Two M&C Saatchi Creatives Talk Making Art To Stay Fresh

M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]

Opinion

by B&T Magazine

B&T Magazine