During his recent visit to New Zealand, marketing provocateur Mark Ritson contradicted the perception that he’s anti-digital by declaring that programmatic is the future of ad-buying in the industry.
Arriving at this point will, however, demand that operators rectify the various issues that keep popping up across the industry.
“Right now, it’s the Wild West,” Ritson said. “And I use this metaphor because the Wild West became the midwest, which was very safe and a very prosperous part of America, but it took a long time to get there.”
Acquire Online programmatic director Zane Furtado agrees with Ritson, but says the local market has the advantage of seeing the mistakes made internationally and not replicating them here.
“Like Ritson said, programmatic has a few bad cookies, but there are heaps of tools available in the market to combat fraud, track viewability and attribution and deliver better ROI for advertisers,” says Furtado.
Marketers need to use the tools available to keep their brands safe and understand the environments within which their brands are appearing.
Transparency is something that advertisers need to discuss with their vendors, Furtado says.
“The reason brands move to programmatic is because of accountability, performance and transparency. With ads.txt, IAB US fee calculator and open RTB 3.0 (coming soon), our digital ecosystem is moving to a very transparent supply and demand chain. With supply path optimisation, PMP’s, blacklists and pre- and post-bid brand safety tools available, brands are offered close to 99 percent protection against negative content.”
In addition, Acquire Online also has an extensive whitelist of reputable ads that advertisers can limit their buying to. Rather than using a spray and pray methodology, marketers have the ability to be really selective if they want to be.