Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions™
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Investors
Contact
APAC APAC
US US UK UK DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM Korean Korean
Integral Ad Science
  • Solutions
    BY PRODUCT TYPE
    Ad fraud
    Brand Safety & Suitability
    Contextual Targeting
    Viewability
    Efficiency & Optimisation
    BY CHANNEL
    CTV & Video
    Programmatic
    Proprietary Platforms
    Mobile & In-App
    BY CUSTOMER TYPE
    Brands & Agencies
    Publishers
    Platforms & Partners
  • Insights
    IAS Insider
    Media Quality Report
    Research
  • Innovation
  • About IAS
    Quality Impressions™
    Newsroom
    Leadership & Awards
    Careers
  • Careers
Log in
Contact Us
APAC APAC
US US UK UK DE DE ES ES FR FR IT IT JP JP BR BR LATAM LATAM Korean Korean
  1. Home
  2. | Resources
  3. | Insights
  4. | Safeguarding the future of digital advertising with programmatic
September 24, 2020 by IAS Team

Safeguarding the future of digital advertising with programmatic

Insights
Programmatic
Share:
Safeguarding the future of digital advertising with programmatic

Our ANZ Country Manager Jessica Miles discusses programmatic advertising its challenges and transparency within the supply chain.

“As the marketing and advertising world becomes more and more complex with the introduction of newer technologies, platforms, and tools, the fundamentals of what we’re trying to accomplish remain unchanged: connecting the right people with the right message at the right time. In the earlier days, the transactions were simpler. However, this seemingly simple process lacked scalability, efficiencies, and required lots of manual inputs.

Programmatic advertising is simply a tool that utilises technology to automate the buying process so that advertisers can accomplish buying and optimising media more efficiently. Programmatic’s efficacy for digital as well as evolving mediums and its potential for scalability makes it the perfect advertising tool for global marketers. Clearly, programmatic has it’s best days ahead of it or does it?

Transparency challenges in the programmatic supply chain:

The recently released ISBA report highlights that now more than ever, marketers urgently need transparency into their programmatic supply chain costs alongside transparency into the quality of the media delivered. Sometimes identical ad placements have differing costs and sometimes marketers pay more for their lower quality placements. Transparency is king for efficiency-focused marketers and in the current climate, all marketers are focused on maximizing the impact of every last dollar spent while eliminating wastage.

The report found the complexity of the programmatic advertising supply chain has resulted in certain challenges;

  • The percentage of advertiser spend that reached publishers averaged 51%.
  • The “unknown delta” of 15% represents around one-third of supply chain costs. Even in disclosed programmatic models, this amount remains unattributable.

It’s time to use programmatic to reach the right consumer at the right time and leverage high tier metrics such as time-in-view, engagement, ad recall, etc across platforms. We cannot afford to replicate the offline metrics to online and then the same metrics on evolving mediums such as OTT/ CTV/ digital out of home. These evolving mediums bring their own strengths and capabilities. The strategies to execute on newer mediums should not be a rip off from digital-offline creatives, strategies, metrics were largely replicated on digital platforms, not very long ago. We need standards, measurements, and transparency to make sure that advertisers continue to invest in digital with the same confidence they show offline spending.

Industry standards to keep the programmatic supply chain thriving

Standards and collaboration drive increased accountability which enables all parties to transact transparently to drive efficiency.
With standards and increased accountability, it makes it possible for all parties involved to understand what is spent at each hop of the supply path. Advertisers will understand how and where their money is being spent and how effectively it is being used. It means more money is flowing to parties that deserve it and efficient parties are being rewarded for their strong performance. Essentially, a publisher or vendor in the supply chain that is driving results for their advertisers will be financially rewarded for it, as the advertiser optimises their spending to these vendors and publishers.

The relevant initiatives we can use include are Ads.txt, App-ads.txt, Sellers.JSON, and OpenRTB SupplyChainObject. AANA, IAB Australia, and MFA launched the latest edition of their Australian Digital Advertising Practices (ADAP) which defines programmatic standards in order to lift trust, transparency, and knowledge of the supply chain across the industry. Given that the digital ecosystem is complex, it becomes even more important for advertisers to have a thorough understanding of its key participants, practices, service agreements, and commit to the related recommendations contained within ADAP. IAB Australia has identified areas that should be actioned as soon as possible and some of them include mandatory and immediate adoption of sellers.json & SupplyChain Object standards by all SSPs, DSPs, and Ad Exchange vendors. Widespread industry adoption of IAB Tech Lab Taxonomies, prioritisation of Supply Path Optimisation by DSP’s among others.

The adoption of industry standards is critical to the success of the future digital ecosystem

Investing in industry standards, initiatives, and recommendations ensure that advertisers are investing in high-quality media and driving value out of every dollar spent. Poor media quality is a complete waste of advertiser money and can generate significant negative value. In some cases, investing in poor media quality does not only drive significant inefficiencies but can also negatively impact brand value and fund criminal activities, breeding bad behaviour. This need to invest in high-quality impressions, those that are viewable, fraud-free, and brand-safe is unique to digital and requires a high level of transparency from all media players to be successful.

No one is saying this is easy. Digital is difficult, which is why it’s even more important for every one of us to adopt initiatives like Australian Digital Advertising Practices and commit ourselves to drive transparency. Together, we can make it hard for fraudsters or ‘bad actors’ to ‘game the system’ and instead divert investment to the vendors and publishers that deserve it. For marketers, transparency means the ability to redirect funds toward the most efficient, effective media. This is especially important in the current economic environment, where every dollar counts.

All supply chain participants must contribute to the industry’s evolution. This includes a shared understanding and application of ‘transparency’; contractual arrangements with standardised definitions; clear and consistent protocols for sharing data; careful monitoring of log level reports; supporting industry initiatives to investigate any unattributable costs; and implementing robust governance and compliances.”

This article first appeared in AdNews

Interested to find out more?

To find out how IAS’s technology can drive efficiencies in your advertising campaigns across desktop & mobile, display & video and mobile & in-app, we would be delighted to talk you through our unique programmatic offering.

Jessica Miles our ANZ Country Manager can be contacted on jmiles@integralads.com
We look forward to hearing from you.

Access the content now.
Download
Access the case study now.
Download
Access the guide now.
Download
Access the research now.
Download
Sign up for insights right to your inbox.
Subscribe now ›

Related Posts

Retail Webinar: Maximising Your Media Ad Spends
Retail Webinar: Maximising Your Media Ad…
Learn more ›

November 14, 2022 by IAS Teams

Here’s How Marketers Can Create Outcomes For Programmatic Campaigns
Here’s How Marketers Can Create Outcomes…
Learn more ›

October 6, 2022 by IAS Teams

Masters of Media – Azmat Habibulla, Chief Marketing Officer, South Indian Bank
Masters of Media – Azmat Habibulla,…
Learn more ›

September 28, 2022 by IAS Teams

Sign up for fresh insights

Solutions

By Product Type

Ad Fraud

Brand Safety & Suitability

Contextual Targeting

Viewability

Efficiency & Optimization

By Channel

CTV & Video

Programmatic

Proprietary Platforms

Mobile & In-App

By Customer Type

Brands & Agencies

Publishers

Platforms & Partners

Insights

IAS Insider

Research

Media Quality Reports

Publishers

About IAS

Quality Impressions™

Newsroom

Leadership & Awards

Careers

Helpful Links

Contact

Log in

© 2021 Integral Ad Science, Inc.

Site indexing policy

Privacy policy

Subscription management

Site indexing policy

Privacy policy

Subscription management

© 2021 Integral Ad Science, Inc.

Search

Hit enter to search or ESC to close

Download Content

Fill out the form to have this content delivered directly to your email inbox.

Subscribe now

Fill out the form to sign up for the latest and greatest IAS updates— delivered right to your inbox.

Thank you for signing up for the IAS Newsletter.