Four BIG Reasons Why CMOs Should Put Their Faith, Trust & Pixie Dust In Programmatic
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:
- 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.
- 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.
- 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.
- 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.”
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.