Primary Quality Concerns When Buying Programmatic Ads, November 2014 [CHART]
While suppliers will likely work toward battling online ad fraud this year, they would also be wise to focus on buyers’ other needs—or risk losing trust.
Programmatic is one area of digital advertising where these three concerns are especially prominent. Last year was a big one for programmatic advertising, but November 2014 polling by Undertone unveiled that concerns about brand safety, ad fraud and viewability haunted marketers and agencies who bought inventory programmatically, which will no doubt have an effect on where they choose to buy this year.
US marketers and agencies made it clear that they wanted brand safety most when purchasing programmatically—the No. 1 concern among respondents. Those polled wanted to make sure they were getting their money’s worth, as well: Around one-quarter of respondents from each group cited viewability as a quality concern when purchasing programmatic inventory. Buyers were also aware that programmatic ads are no strangers to bots. Nearly three in 10 agencies were concerned about nonhuman traffic, as were more than one-fifth of marketers. Read the rest at eMarketer.