Forrester Report: Greater Transparency is Critical to #Programmatic Success for Publishers – @Equinix Forum

This article rings especially true given my prior experience in ad technology (well, a small niche of the industry, anyway).  We weren’t doing programmatic, but there was much hew and cry over the problems of programmatic, real and imagined.  This is a very interesting take from the other side of the table.

As programmatic gains traction with marketers, publishers require more information and sophisticated tools to thrive.  Four findings:

  • Lack of transparency costs publishers revenue
  • Lack of transparency undermines marketer performance
  • Transparency is good for publishers and marketers alike
  • Rapid ad tech innovation necessitates constant effort to start out front.

Source: Forrester Report: Greater Transparency is Critical to Programmatic Success for Publishers – Equinix Forum