Challenges In Programmatic Advertising: Know How You Can Combat Them
Programmatic advertising has portrayed itself as the best solution to traditional advertising. However, some challenges make it hard for advertisers to trust the ad-tech ecosystem blindly. We’re here to spill the beans on how these challenges are directly impacting your ad campaigns and what you can do to protect them.
Read along and ensure that your brand doesn’t have to be the victim of fraudulent practices and other limitations of programmatic ads in the future.
Programmatic Advertising – Challenges & Solutions
Due to programmatic advertising, many publishers have emerged that attract a large audience. Though the ideal goal of an advertiser is to reach a wider audience, these publishers cause a major concern for brand safety. These sites are usually low-quality and spam sites which redirect irrelevant traffic to the campaigns and impact the brand reputation. In addition to this, lack of transparency in the programmatic also impacts the decision of ad budget allocation for an advertiser. As they are unaware of the real impact of the ad campaigns and where their ads are showing, they are unable to decide which campaigns are genuinely performing better.
To solve this problem, mFilterIt’s ad fraud solution ensures that your ad campaign doesn’t consist of fraudulent and invalid traffic. We detect the sources of the malicious traffic and blacklist the fraudulent IP addresses to prevent the impact on future ad campaigns.
As defined by the International Advertising Bureau, ad viewability is a standard metric to measure viewable impressions. According to them, an ad is considered viewable when it appears at least 50% on screen for more than one second. This is a quantifiable metric to know the percentage of ads that are viewed by real people.
However, in programmatic advertising, many factors impact the viewability of an ad. Some of the factors are audience targeting, platform choices, and context which determines that the ads are shown to the right audience in real time and place.
Our Ad fraud software ensures that your digital ads are viewable to the targeted audience. Our solution also detects the ad placements on brand unsafe placements, masked websites, and sets of devices used for ad impressions.
Programmatic Advertising Challenges in UAE and South East Asia
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