Programmatic advertising is a powerful tool that has revolutionized the way digital ads are bought and sold. It allows advertisers to purchase ad space in a short amount of time, improve ad placement, and offer new and diverse opportunities for both advertisers and publishers. However, with this new technology comes a variety of challenges that must be addressed in order to ensure success. As with any new technology, there are some ongoing issues with programmatic advertising.
One of the most pressing concerns is brand safety. To combat this, it is important to partner with DSPs (Demand Side Platforms) that prioritize security as a key advantage of their platform. These DSPs have implemented the appropriate security measures to prevent content from appearing in spaces that could damage the brand. Additionally, they have tools to prevent advertising fraud and other programmatic challenges.Another challenge is that programmatic advertising does not offer budget guarantees to publishers or inventory guarantees to buyers.
This is where programmatic assurance comes in. Programmatic assurance gives publishers more peace of mind when it comes to their expected budget. It also allows buyers to purchase any inventory available on any property owned by the publisher.Programmatic Digital OOH (Out-of-Home) is another type of programmatic advertising that provides access to large format digital displays for existing programmatic campaigns. This type of advertising is becoming increasingly popular, with eMarketer predicting that programmatic ads will account for 83% of all display purchases.The opportunities and challenges associated with programmatic advertising are vast.
With the right knowledge and effort, however, these issues can be avoided and the benefits of this technology can be fully realized. By partnering with DSPs that prioritize security, utilizing programmatic assurance, and taking advantage of Programmatic Digital OOH, advertisers and publishers can ensure success in their programmatic campaigns.