Programmatic platforms should help advertisers deliver performance at scale, but several proposed “fixes” are actually preventing the technology from doing its job.
At a recent conference, the chief marketing officer (CMO) of a major food and beverage brand said, “I don’t have an ad-tech problem, I have a marketing problem.”
This is right on.
We need to focus on making sure that advertising technology delivers performance at scale. Programmatic will only exit its awkward teenage stage if we focus on solving real marketing problems instead of wasting time thinking up new ad-tech buzzwords to package into media buys.
If 2014 marked the year that programmatic “arrived,” 2015 should be the year that it actually solves some marketing problems. Unfortunately, two leading proposed programmatic “fixes” actually prevent programmatic platforms from unleashing their potential – delivering advertiser performance at scale.
Viewability Is Not an End Unto Itself
Impression fraud is the major issue crippling programmatic traffic, and yet the industry’s response seems hung up on something else: viewability tracking. “Pay us to guarantee that you only pay for ads that are viewable!” goes the battle cry of ad-tech vendors after they terrify marketers with made-up statistics about purchased impressions that no one ever sees. It’s a ruse.