{"id":297100,"date":"2017-07-13T04:00:00","date_gmt":"2017-07-13T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/take-stock-time-invest-programmatic\/"},"modified":"2023-07-12T12:20:37","modified_gmt":"2023-07-12T12:20:37","slug":"take-stock-time-invest-programmatic","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/","title":{"rendered":"Take stock: it’s time to invest in programmatic"},"content":{"rendered":"

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. <\/span><\/p>\n

The industry should be investing in programmatic partners the same way that we\u2019ve invested in stock exchanges. It wasn\u2019t that long ago that stock brokers were also manually trading. The tech platform of the <\/span>largest stock exchange<\/span><\/a> in the world, The New York Stock Exchange (NYSE)\u2019s <\/span>Intercontinental Exchange (ICE),<\/span><\/a> would not even be old enough to drink if it were a person. ICE was only founded in 2000, and has faced, and continues to face, similar challenges as programmatic digital advertising, including fraud, transparency, and optimization. It invested in fraud protection, automation, and optimization \u2014 and the programmatic ecosystem must do the same. <\/span><\/p>\n

Today, we would never consider trading a premium stock like Tesla (TSLA) on paper. So, why do we trade digital advertising, an internet-based business, on paper? Programmatic should no longer be exclusively used for efficiency buys. It should be considered as part of an overall marketing plan, alongside other premium traditional channels like television, print, direct mail. Why? Because it\u2019s evolved beyond just providing automation and efficiencies – it now offers greater insights and tools to help you make smarter buys. It\u2019s easier than ever to track campaign performance and optimize towards success. And, the tools are available for both the buy side and sell side, which streamlines overall workflow. <\/span><\/p>\n

However, major brands have started to shift marketing dollars away from digital advertising and back into traditional advertising channels like TV, due to perceived brand safety issues – particularly in programmatic digital. This shift has come despite the fact that key consumer demographics are not watching live TV programming on traditional devices. <\/span><\/p>\n

Rather than caving to fear, marketers should be investing in digital advertising solutions and partners that address their concerns and increase transparency, performance, and operational efficiency. <\/span><\/p>\n

Increasing trust and investment into the programmatic landscape is not simply a marketer problem. Content owners and publishers must make their premium inventory more readily available in an automated fashion. This does not necessarily mean arbitrage or resale; it can mean a direct sale that simply streamlines the workflow process and enables cookie matching and attribution. This will also increase revenue for publishers not due to higher CPMs, but because impression waste is more easily prevented. New publisher optimization tools automate the process of directing the right impressions for a specific campaign. \u00a0<\/span><\/p>\n

The reality is that although programmatic digital advertising is not perfect, we are not as far away as we might think. <\/span><\/p>\n

Look at the history of the stock market, and start investing in programmatic now. It took the <\/span>stock market 398 years <\/span><\/a>to figure it out, but we can do it in a small fraction of that time. Brands, publishers, and tech companies must increase their investment and education in these evolving marketplaces and the partners that support them. Quality advertising partners and platforms provide insight into the value of what you\u2019re buying and selling, and help optimize campaigns toward the results that you want. In turn, this will enable mutually beneficial relationships between consumers, brands, and publishers by decreasing the number of ads and increasing their relevancy and effectiveness. <\/span><\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

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.<\/p>\n","protected":false},"author":1,"featured_media":297101,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[212,216,221],"tags":[],"class_list":["post-297100","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-programmatic-apac","category-resources-apac","category-topics-apac"],"acf":[],"yoast_head":"\nTake stock: it's time to invest in programmatic - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"Marketers are under-investing in programmatic partners.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Take stock: it's time to invest in programmatic\" \/>\n<meta property=\"og:description\" content=\"Marketers are under-investing in programmatic partners.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2017-07-13T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-12T12:20:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/finance-charging-bull-760-760-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"760\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/take-stock-time-invest-programmatic\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/take-stock-time-invest-programmatic\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Take stock: it’s time to invest in programmatic\",\"datePublished\":\"2017-07-13T04:00:00+00:00\",\"dateModified\":\"2023-07-12T12:20:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/take-stock-time-invest-programmatic\\\/\"},\"wordCount\":593,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/take-stock-time-invest-programmatic\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/finance-charging-bull-760-760-1.jpg\",\"articleSection\":[\"Open Web\",\"Resources\",\"Topics\"],\"inLanguage\":\"en-APAC\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/take-stock-time-invest-programmatic\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/take-stock-time-invest-programmatic\\\/\",\"name\":\"Take stock: it's time to invest in programmatic - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/take-stock-time-invest-programmatic\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/take-stock-time-invest-programmatic\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/finance-charging-bull-760-760-1.jpg\",\"datePublished\":\"2017-07-13T04:00:00+00:00\",\"dateModified\":\"2023-07-12T12:20:37+00:00\",\"description\":\"Marketers are under-investing in programmatic partners.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/take-stock-time-invest-programmatic\\\/#breadcrumb\"},\"inLanguage\":\"en-APAC\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/take-stock-time-invest-programmatic\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-APAC\",\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/take-stock-time-invest-programmatic\\\/#primaryimage\",\"url\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/finance-charging-bull-760-760-1.jpg\",\"contentUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/finance-charging-bull-760-760-1.jpg\",\"width\":760,\"height\":760},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/take-stock-time-invest-programmatic\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/integralads.com\\\/apac\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Take stock: it’s time to invest in programmatic\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#website\",\"url\":\"https:\\\/\\\/integralads.com\\\/\",\"name\":\"Integral Ad Science\",\"description\":\"The Hidden Cost of MFA Webinar\",\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/integralads.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-APAC\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\",\"name\":\"Integral Ad Science\",\"url\":\"https:\\\/\\\/integralads.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-APAC\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/IAS_Square-Logo-600x600-1.png\",\"contentUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/10\\\/IAS_Square-Logo-600x600-1.png\",\"width\":600,\"height\":600,\"caption\":\"Integral Ad Science\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/x.com\\\/integralads\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\",\"name\":\"IAS TEAM\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-APAC\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"caption\":\"IAS TEAM\"},\"description\":\"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.\",\"sameAs\":[\"https:\\\/\\\/integralads.com\"],\"jobTitle\":\"TEST\",\"url\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/author\\\/ias2023\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Take stock: it's time to invest in programmatic - Integral Ad Science","description":"Marketers are under-investing in programmatic partners.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/","og_locale":"en_US","og_type":"article","og_title":"Take stock: it's time to invest in programmatic","og_description":"Marketers are under-investing in programmatic partners.","og_url":"https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/","og_site_name":"Integral Ad Science","article_published_time":"2017-07-13T04:00:00+00:00","article_modified_time":"2023-07-12T12:20:37+00:00","og_image":[{"width":760,"height":760,"url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/finance-charging-bull-760-760-1.jpg","type":"image\/jpeg"}],"author":"IAS TEAM","twitter_card":"summary_large_image","twitter_creator":"@integralads","twitter_site":"@integralads","twitter_misc":{"Written by":"IAS TEAM","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/#article","isPartOf":{"@id":"https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/"},"author":{"name":"IAS TEAM","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399"},"headline":"Take stock: it’s time to invest in programmatic","datePublished":"2017-07-13T04:00:00+00:00","dateModified":"2023-07-12T12:20:37+00:00","mainEntityOfPage":{"@id":"https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/"},"wordCount":593,"publisher":{"@id":"https:\/\/integralads.com\/#organization"},"image":{"@id":"https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/finance-charging-bull-760-760-1.jpg","articleSection":["Open Web","Resources","Topics"],"inLanguage":"en-APAC"},{"@type":"WebPage","@id":"https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/","url":"https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/","name":"Take stock: it's time to invest in programmatic - Integral Ad Science","isPartOf":{"@id":"https:\/\/integralads.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/#primaryimage"},"image":{"@id":"https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/finance-charging-bull-760-760-1.jpg","datePublished":"2017-07-13T04:00:00+00:00","dateModified":"2023-07-12T12:20:37+00:00","description":"Marketers are under-investing in programmatic partners.","breadcrumb":{"@id":"https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/#breadcrumb"},"inLanguage":"en-APAC","potentialAction":[{"@type":"ReadAction","target":["https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/"]}]},{"@type":"ImageObject","inLanguage":"en-APAC","@id":"https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/#primaryimage","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/finance-charging-bull-760-760-1.jpg","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/finance-charging-bull-760-760-1.jpg","width":760,"height":760},{"@type":"BreadcrumbList","@id":"https:\/\/integralads.com\/apac\/insider\/take-stock-time-invest-programmatic\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/integralads.com\/apac\/"},{"@type":"ListItem","position":2,"name":"Take stock: it’s time to invest in programmatic"}]},{"@type":"WebSite","@id":"https:\/\/integralads.com\/#website","url":"https:\/\/integralads.com\/","name":"Integral Ad Science","description":"The Hidden Cost of MFA Webinar","publisher":{"@id":"https:\/\/integralads.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/integralads.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-APAC"},{"@type":"Organization","@id":"https:\/\/integralads.com\/#organization","name":"Integral Ad Science","url":"https:\/\/integralads.com\/","logo":{"@type":"ImageObject","inLanguage":"en-APAC","@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","width":600,"height":600,"caption":"Integral Ad Science"},"image":{"@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/integralads"]},{"@type":"Person","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399","name":"IAS TEAM","image":{"@type":"ImageObject","inLanguage":"en-APAC","@id":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","caption":"IAS TEAM"},"description":"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.","sameAs":["https:\/\/integralads.com"],"jobTitle":"TEST","url":"https:\/\/integralads.com\/apac\/insider\/author\/ias2023\/"}]}},"_links":{"self":[{"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/posts\/297100","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/comments?post=297100"}],"version-history":[{"count":0,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/posts\/297100\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/media\/297101"}],"wp:attachment":[{"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/media?parent=297100"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/categories?post=297100"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/integralads.com\/apac\/wp-json\/wp\/v2\/tags?post=297100"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}