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.