Page 12 - AeM_Feb_2019

RESEARCH, ANALYSIS & TRENDS

Programmatic advertising -

where is it heading?

The immense reach, the widely propagated ease of ad advertising budgets. In doing so, it is not enough to
booking, and the ability to accurately define target decide on the ad booking considering the reach of the
audiences are just a few of the factors that persuade publisher only, rather it requires a strict quality control
many advertisers to bet their marketing budgets on of the respective medium, because depending on what
social media. the target audience looks like, the nature of the content
of a premium publisher may vary widely. The most
The problem with this is that big names, such as important point is that the medium itself is a brand that
Facebook and Google, are quickly entrusted with the has the readers’ trust.
dissemination of ads without much reflection and thus
with the integrity of brand safety. They benefit from the Especially in times of hot political debates, even on
fact that the online advertising ecosystem is becoming social media such as Facebook and Twitter, companies
increasingly complex and advertisers use the strong need to be more aware than ever that they
fragmentation and confusion as an excuse to snatch automatically send (political) signals to the world when
simpler social media advertising or playing out Google they finance platforms and publishers of all kinds by
AdSense. advertising bookings - even if this happens
unintentionally.
What makes more sense instead is considering carefully
where to advertise and not just opt for simplicity – and if The selective triggering of advertising in the
it is at least to act brand safe. In fact, it is essential to programmatic era is a very complex topic, which is why
have a clear corporate identity for online marketing, service providers invest a lot of time and money in
based on individual research results on target groups researching the dynamics. If advertisers aim at
and brand messages. Companies need to define exact targeting, based on user-matching or thematic
guidelines in advance of advertising bookings, where relevance á la Adsense, it can happen that the booking
and in which environment they want to advertise, and platform also offers pages that are unsuitable as
which publishers they want to support with their advertising environments.

12 February 2019 - Strategic Social Media, Influencer Marketing & Paid Media