They're taking real steps to address fraud and bots
iMedia traveled to thinkLA's Programmatic Summit and spoke with Scott Cunningham, general manager of the IAB Technology Laboratory. He sheds some light on the moves the company is making to help advertisers address the growing problem of ad fraud and bots in programmatic and some key ways marketers can protect their impressions.
The IAB sees programmatic as a transformative process, not a replacement
Will the insertion order and RFP become relics of the past? The IAB thinks not. The manual process will still exist and have its place as programmatic transforms the landscape and forces legacies to adapt. Scott Cunningham continues our conversation by explaining his perception on where manual processes will finally live once we've become a largely programmatic world.
The IAB advises that if price points are too good to be true, they probably are
Lastly, beware of CPMs that may seem too good to true. While programmatic is a great way to deliver premium inventory efficiently, it can also bring irrelevant and out-of-context ads to a publisher's site if they buy on the cheap. Scott Cunningham ends our conversation by explaining three big takeaways marketers should remember if they are still on the fence about diving into this world.
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Article written by media production manager David Zaleski and video edited by associate media producer Brian Waters.