Programmatic refers to the automated buying and selling of digital advertising. Buyer and seller software align to create a diverse marketplace. At its most basic, publishers use supply-side platform (SSP) to put their ads up for sale, and advertisers buy those impressions by utilizing a demand-side platform (DSP).
Programmatic digital advertising suffers from a perception problem. Marketers often see it as a box that needs to be checked or as a separate efficiency portion of a marketing plan. Fear surrounding brand safety, ad fraud, and overall transparency issues are grabbing headlines, not only in the trades but also in mainstream media. These conversations are distracting, and make it easy for marketers to under-invest in this important ecosystem.
Native advertising and its benefit in terms of performance, is a topic that has been widely discussed throughout the advertising industry, but yet the adoption of native has been slow. Why has the industry been so slow to adopt native advertising?