Programmatic Ad Attitudes 2019.pdf

- Key Findings:
- Quality and safety in advertising remain top priorities.
- Ads.txt is widely adopted by publishers but less so by buyers.
- Talent and skills are barriers to investment, and supply chain transparency is still an issue.
- More advertisers have in-house programmatic operations than those outsourcing to agencies.
- Programmatic is used to deliver brand campaigns at scale, with a shift towards first-party data and contextual targeting due to GDPR.
- Investment in programmatic trading for display has increased, with video being the focus. Future growth is expected in digital out-of-home, audio, and connected TV.
- Challenges:
- Fraud, brand safety, and supply chain transparency hinder programmatic adoption.
- Buyers struggle to find skilled personnel to protect brands through programmatic mediums.
- Low awareness and education about ads.txt among buyers.
- Measurement & Data Strategy:
- Buyers focus on sales KPIs to evaluate programmatic display investments.
- Agencies shift from impression-focused to action-focused campaigns tailored to brands' core business goals.
- Industry Evolution:
- Hybrid models for programmatic trading are gaining traction.
- Advertisers have greater programmatic knowledge and align it with their business objectives.
- Digital advertising's ability to deliver brand campaigns is recognized, with concerns around fraud being addressed.