The Times They Are A Changin’ and there is an industry-wide focus on supply chain efficiency and a greater than ever demand for transparency. This is supported by the introduction of privacy related regulations such as The European Union’s General Data Protection Regulation (GDPR), as well as ads.txt by IAB Tech Lab. As a buyer, you should be aware of typical questionable practices used by dubious publishers. Your absolute best protection is to choose a programmatic partner who is diligent about digging into the quality of a site’s content and its audience in order to protect you, the buyer.
Challenges of digital automation
Digital advertising provides marketers with fantastic precision targeting opportunities and wide-ranging analytics that are hard to find with any other medium. This is why digital is expected to account for about half of all global media ad spend by 2020. Programmatic has become one of the favourite channels of choice for accessing in-demand ad impressions. However, the mechanics that made digital automation so popular also introduced challenges for buyers that do not exist in traditional media. From the start, the potential for subterfuge attracted many operators to this arena, operators with suspect intentions. You’ve perhaps heard about bots or botnets? You might also have heard about domain spoofing? We firmly believe that you deserve to avoid being exposed to low-value human traffic. That is one of our goals. We’ll explain why further on in this article.