Programmatic trading has hit a road block. It is suffering from lack of transparent measurements / real audience and has not worked for many organisations. Here's what the AANA had to say ........“Ad fraud is an issue for everybody. It exists in different proportions in different parts of the world. In the US it’s really a very big problem. In some markets, it’s less of a problem. But it’s out there, and it’s growing. And you have to have an active management program, working with your partners to work out how that’s affecting you. Ditto for Facebook’s metrics… you need to understand how that affects you, what you should do about it, how you work with your partners to address it,” he said.
“And programmatic is the biggest problem of all… because programmatic advertising simply, for most of our clients, isn’t working. How do we know that? It’s because we do an awful lot of ROI analytics work and we very rarely ever see programmatic producing a positive return on investment. It can happen, we do see it happening, but for the majority of our clients, it doesn’t, and that is a real problem.”
The way to address this issue is to go back to basics :
Q 1. Is the medium audited by a recognised industry body?
Q 2. Can you pre check what you are buying ?
Q 3. Who is buying the impressions...a robot or a human?
Q4. What audience guarantees are in place and how do make up audience shortfalls?
If these basics of media are not in place then you are compounding the ongoing issues inherent in Programmatic buying.
If your media policy, media strategy, media planning , media buying and media audit are not up to speed, Media Futures recommends you seek out an independent media specialist.