Advertisers have long had strict rules about the placement of their brands. But the evolution of the automated digital ad business, including that of Facebook, Twitter and Google, has led to some distasteful situations for advertisers, including the placement of hundreds of their banner ads — including those of politicians — atop jihadi videos on YouTube. Oooops.
[inlinetweet prefix=”” tweeter=”” suffix=””]It’s estimated that programmatic advertising will account for 80 percent of all digital display advertising in 2017[/inlinetweet].Yet,, recent headlines and pronouncements by leading brand marketers highlight the significant limitations and potential pitfalls of programmatic.. Among other issues, this technology–driven ad buying process has resulted in notable,, image–sensitive ads for brands appearing within or alongside offensive rich media content, fake news,, as well as non–contextual and inappropriate online channels.
Today’s online ads are not about getting in front of as many people as you can, they are about getting relevant ads in front of highly targeted people. Programmatic buying usually produces pretty low engagement rates. Standard display advertising ads bought programmatically have very low CTR’s, about 0.18% of standard media, according to Google’s analysis. In other words, you get what you pay for. If you want cheap ads, you can expect very little in terms of effectiveness.