Programmatic Digital AdvertisingDigital advertising on the programme
Advertising on the programme did not live up to expectations.
In the last five years, programmatic advertising has become one of the most frequent catchwords in our sector. A large number of essays, whitepapers, industrial conferences, etc. have been dedicated to portraying the programmatic as the saviour of digital advertising. Whereas real-time bidding or RTB and automated ad placements became more important in the open ad markets in the latter years and into the 2010s, it was very crude.
Once the algorithm and the "pipes" became faster, more intelligent and more efficiently, the sector gave everyone a name: programmatic. It was theorized and promised that programmatic marketing specialists would make it possible to generate a range of sensations and engagements across the long tails of the web in an automatic way that would be communicated by means of information from across the entire user eco-system.
E-marketer estimated that nearly four out of five U.S. digital ad U.S. dollar in 2017 will be bought program-controlled, a total of 32.56 billion U.S. dollar. Last year has shown that the programmatic universes sacrifice value at the cost of number. As the programmatic gum hit the street, the riders found far too many diversions, pot holes and poorly illuminated side streets full of outlaws and ne'er-do-wells with lots of streaks.
Programmatic open stock markets were uncovered to be abundantly filled with all kinds of problems with poor ad population. Last year has shown that the programmatic universes sacrifice value at the cost of number. Marketing companies have had enough and are no longer willing to put up with it. Leading names in the sector, such as Marc Pritchard of Procter & Gamble, have adopted a louder attitude and have mercilessly beaten the drums for better responsibility and better digital content buying from them.
Yes, there are many businesses that make a fortune in the digital ad delivery chains that have been deliberately neglecting these scourges of scams and trademark security for years. The point nobody really makes is that even if you can prevent botts or extreme pages, the long tails of the web are full of dull, irrelevant and shitty contents that are not good forums for consumers' involvement.
Whilst well-known, mature websites provide good contents, programmatic displays too often provide disturbing, tedious customer experience with tedious pop-ups, acquisitions and auto-play audiovisual. At the moment, virtually the only place where programming is effectively done is on Facebook. Due to the intrinsic dynamism of the newsfeed and the associated benefits for interaction with users, advertisements that are program-controlled to run in either online or offline are most efficient.
Marketing specialists should concentrate their effort on a selected group of hardened, dedicated plattforms instead of squandering cash by distributing budget across the lower areas of the web. Please know before you denounce me Mr. Doom and Gloom that I actually believe in the promises of the program. As the AI matures and progresses, the program will thrive.