Investments in programmatic ads by a company may yield low returns if no one ends up seeing the ads. In this video, learn about different institutions that take a bulk of ad revenues and why some ads are never seen.
- [Narrator] Programmatic Pitfalls. … In 2020, the ISBA, partnering with global brand advertisers, … conducted a first of its kind industry-wide study … to map the programmatic market. … The goal was to track and match … the programmatic spend by brands and agencies … to the publishers. … The first revelation of the report was the inability … to track 88% of 267 million ad impressions. … This is attributed to low data quality, … a factor that was the purpose for this report … from the start. … The study found that publishers receive about 50% or less … of the advertisers' spend. … Fees charged to advertisers are agency fees, DSP fees, … SSP fees, and tech fees. … The surprise was that an average … of 15% of the advertisers' spend simply disappears … and it can't be tracked or attributed. … According to this report, … this is what happens for every dollar of ad spend. … And remember, the programmatic industry … is a $700 billion a year industry. … A $1 spend breaks down like this. … 25 cents in agency and technology fees. …
- Data and behavioral targeting
- Managing programmatic and third-party data
- Reaching the right audience
- Targeting audiences
- Dealing with ad fraud