Digital promised measurable ROI. Programmatic promised efficiencies. Real Time Bidding promised fair/true pricing of inventory. Yet, advertisers appear to find themselves in a digital landscape that decreases yield for publishers, increases their own costs and Sees the lions share of the money going straight into the pockets of all the guys in the middle. It’s time for us to take action!
The proliferation of programmatic has created a number of issues over a short period of time. These include; Inventory fraud, click-bots, inventory daisy chaining, unnecessary ticket clipping, blind arbitrage, attribution duplication and a variety of deceptive practices across all areas of the industry.
We are certainly not suggesting that ALL of the players in the digital and programmatic environment are being paid unnecessarily and are not doing a good job. What we ARE getting at is that we have managed to create an environment that takes the advertiser and moves them as far away as possible from the publisher, the content creators and any working knowledge of the technology that makes sure their ads turn up on a site (and hopefully in front of a real person). While no one specifically is to blame, we do question the intentions of some of the key players involved shaping the industry. we do genuinely feel this process of evolution is a good thing as it breeds innovation and helps us to explore what is possible and what is destructive.
The media and marketing environment has grown so large, technical and complicated that it makes it harder for anyone on the outside to get in and form an appropriate view of what is actually going on. But it is time for us, as an industry to start to take a good hard look at ourselves and take action.
The truth is, as explored by Jennifer Pelino in her article on AdExchanger, change will not come unless advertisers demand it! In her article, Jennifer urges markets to “actively demand transparency and answers from their demand-side platform (DSP) vendors, agencies and data suppliers”.
“Finally, open communication is critical in order to fully understand the placement, context, domain and viewability of an ad as well as exactly what data and media costs are being incurred from the intermediaries.”
We fully support this view at REAL Programmatic. We urge marketers to start asking the questions that make their agencies uncomfortable (If you’re not sure what those questions are, then we can help by giving you some!). Demand answers and strive for a deeper understanding at all parts of the process.
Want more information? Download our white paper – “Understanding Programmatic Media : State of the Nation”