Fake News, Ad Fraud and Lack of Transparency are a Setback for Programmatic.
Trusted Media Brands, Inc. has released primary research from its latest survey, 2017: Now More Than Ever Brands Need Safe Environments, looking at agency and marketer sentiment toward the importance of key elements in the digital buying process.
The survey, commissioned by Advertiser Perceptions on behalf of Trusted Media Brands, polled roughly 300 agency and client side marketers to ask about the programmatic digital buying process.
“Fake news, ad fraud and non-premium content has marketers rethinking where and how they place their digital ads,” said Rich Sutton, Trusted Media Brands’ chief revenue officer (pictured above). “Premium publishers, like Trusted Media Brands, offer private marketplaces and guaranteed accuracy to ensure we are providing a trusted, brand safe environment for our clients and that they are targeting the right audiences.”
The key takeaways revealed that now, more than ever, marketers need brand safe environments that offer targeted audiences to ensure reliable and effective campaigns.
Other survey highlights include key struggles participants have when buying ads programmatically. Results show that almost three-fourths of participants (73 percent) agree the ability to buy ads programmatically is important. Brand safety and site credibility showed to be even more important to participants – 81 percent of marketers reported a brand safe environment for advertising is a high priority. While it is a high priority, brand safety is also extremely challenging to guarantee – 71 percent of respondents say it’s difficult to ensure brand safe environments while buying programmatically on the open exchange.
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