Programmatic has become a bit of a buzzword. Some people know what it means in all its permutations, and others don’t, though most everyone understands (data from multiple sources supports this) that programmatic advertising – or automated buying and selling of media – is where most dollars are going now and in the future. It makes sense – programmatic buying allows technology to do what had once been manually executed by humans. Now, media planners can focus on the strategy, not logistics.
All this seems like progress in the media buying world. But with technology comes people who want to game the system and do so through the very platforms that are creating efficiencies. It seems that the rise of programmatic buying has seen a corresponding rise in concern over viewability and verification. To explore this issue – and take a deeper dive into programmatic overall – RhythmOne teamed up with Ad Age to conduct a survey of over 450 media practitioners on the supply and demand sides. We sought to understand their perceptions of programmatic, the role and importance of viewability and verification and get a handle on what issues are top-of-mind, and where we think these issues will evolve in the future.
The resulting white paper covers:
- Areas of confusion around the definition and role of programmatic advertising in the customer lifecycle
- Which platforms and ad formats cause the greatest concern for viewability and verification
- What role viewability and verification partners are playing – what’s working, what’s not and where do other players need to step up
- Understanding and impact of viewability across platforms and relative to different types of fraud
- Best practices of heavy users of programmatic
- How we might set standards
- Take-aways for both demand and supply-side players
Visit the page on Ad Age and get your copy today!