Reflections from Programmatic I/O: the importance of visibility
December 4th, 2015 Marketing
On October 29, the digital marketing industry gathered in New York City for AdExchanger’s sixth Programmatic I/O conference. This conference has become the leading venue for exploring the future of the fast-changing programmatic industry, as it continues along its path to becoming the dominant channel for digital advertising.
Among the hottest topics at the conference were the many challenges emerging with the rise in programmatic, such as fraudulent inventory, viewability problems, ad blocking, and the loss of ad dollars en route from advertiser and publisher. Most of these obstacles have been around since the early days of the industry, but only now are becoming mission-critical as programmatic spending takes an increasing share of wallet.
The problems are varied, but they share a common root cause: lack of visibility. The complexity of programmatic transactions has made it difficult for advertisers and publishers to monitor results, leading to widespread opportunities for abuse, intentional or otherwise. Metamarkets and our leading edge partners have been changing this equation by providing full visibility to marketplace participants. With visibility, programmatic marketers can finally make good on the promise of programmatic: delivering the right messages to the right viewers at the right time.
To explore the role of visibility in programmatic marketing, Mike Driscoll hosted a panel with experts from both the buy and sell side of programmatic: Lee Boykoff, VP of Analytics & CRM at A&E Networks and Adam Heimlich, SVP Programmatic & MD of HX at Horizon Media. We invite you to hear their perspectives by watching the video below.
