Last year, bot fraud represented a $7.2 billion global challenge to our industry. Like any challenge, it creates an opportunity to innovate and also to manifest our core values. We believe that transparency is the key to addressing the issue of bot fraud, and we’re making important and actionable progress in this area.
As the digital landscape continues to rapidly evolve, brand safety is increasingly becoming an area of serious concern. This issue has become especially acute in the the last year as brands have on occasion found themselves associated with content that may not entirely align with their existing brand identity. In Q1 2017, Google came under fire as multiple Fortune 100 brands discovered their ads alongside problematic content and material, reaching across YouTube and Google Display Network.
Attention is at an ever increasing premium. For marketers to be effective, their content cannot be a digital diversion, but rather must be an integrated component of a larger engagement experience. Welcome to a new generation of native advertising – so targeted and relevant it may as well be speaking directly to you. Performance marketers have always known that to stand out they must blend in. In that spirit, native advertising has become more personalized than ever before.
Even for seasoned veterans, keeping up with it all can be a challenge, and it’s not always easy to see which marketing efforts are driving which customer acquisition events. Consider that many customers go through multiple touch points before the first conversion, and things can get even more complicated after that.
The television remains the most prominent and influential screen in the home, and TV advertising is about to get a lot more sophisticated. If you have not explored Programmatic TV, here are three reasons why now is the time to do it.