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The State of Programmatic Advertising

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12 February, 2018

The State of Programmatic Advertising

London Research

This London Research report, produced in partnership with blockchain-enabled media agency TRUTH, highlights the crisis in confidence that is undermining the programmatic advertising industry.

Programmatic is a term that describes a range of platforms, tools and services that have made digital advertising more automated and data-driven.

While advertisers and agencies have reaped the benefits of a more targeted and scientific approach to display advertising activities, ad tech companies have proliferated, with question marks raised about the value being added by agencies and third parties at different stages of an increasingly complicated and sometimes murky process.

Many brands have now lost faith in the transparency and honesty of the display advertising ecosystem, with concerns about the proportion of their ad spend that translates into media seen by the consumer.

These issues are exacerbated by well-documented instances of ad fraud, and the damage to brands caused by association with inappropriate and sometimes even disturbing content.

The 25-page PDF report is based on interviews with senior marketers at well-known brands and a global survey of more than 100 senior executives with responsibility for ad buying.

The report includes the following main sections:

  • Programmatic advertising: waking up to the reality
  • The ‘black box’ problem and the need for greater transparency
  • The trust gap widens as traditional agencies struggle to adapt
  • Lack of standards and inconsistent measurement plague industry

     

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