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How is the IAB addressing programmatic?

How is the IAB addressing programmatic? iMedia Editors

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.

"Man Hand writing The Game Rules Are Changing" and "dark abstract purple background" images via Shutterstock.

iMedia Communications, Inc. is a trade publisher and event producer serving interactive media and marketing industries. The company was founded in September of 2001 and is a subsidiary of Comexposium USA.  ...

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