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RESEARCH, ANALYSIS & TRENDS

One reason for this could be, for instance, that such bring a surge in the use of Deep Learning techniques
questionable inventory was not recognized as by ad-tech companies in all aspects of marketing:
problematic by the algorithms or crawlers during new customer ad response prediction, audience look-alike
page registration procedures on programmatic platforms. modelling, dynamic creative optimization, probabilistic
Although these correspond to the criteria of providers identity tracking, fraud detection, and optimal bidding.
such as Google Adsense in terms of topical relevance,
they are not always quality-tested. In a recently released interactive info-
graphic, MediaMath shares key trends across the
In order not to further endanger the own brand safety in globe – including data centered on APAC’s rising
the future, we recommend advertising companies to programmatic markets, that provide you with an array
book their ads via networks that offer whitelisting and of useful information.
customized channels for campaign delivery, which
means pre-agreed lists of pages that are released by the A quality seal for publishers and technology companies
customer for delivery, rather than trying to avoid seems to become indispensable soon in order to bring
problematic inventory via blacklisting and relying on more transparency and security to the online
mechanisms that might be deceived. advertising world, like e.g. the Code of Conduct
Programmatic Advertising quality certificate of the
The fact is, that programmatic technology applications German Association for the Digital Economy (BVDW).
are showing no sign of slowing down keep and gaining Such a seal would give advertisers the chance to
momentum, as MediaMath’s predictions for 2019 protect their brand(s) and make sure that their ads are
emphasize. The company expects programmatic not popping up on dubious or image-hostile sites. ◊
technology to take a 36% share of Asia Pacific’s USD19
billion digital and video ad market this year. MediaMath’s By Daniela La Marca
Chief Scientist, Prasad Chalasani, predicts this year will

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