Programmatic ad buying can save marketers time and create more efficient advertising programs. But, as an infographic by Infectious Media explains, it’s not a panacea, and marketers face three top challenges when buying media:
1. Brand safety: The infographic explains that the longer the supply chain, the more chances that advertisers lose transparency and data, which means loss of control over brand safety.
2. Ad fraud: This is a scary term, and fraud is expected to cost advertisers $16.4 billion this year, the infographic says.
3. Viewability: The ability of recipients to actually see you ads varies by device and advertising network.
But don’t lose hope. The infographic ends by explaining that a layered approach with both tech and human elements can help brands maximize the quality of their media buys. To learn more, check out the infographic:
Laura Forer is the manager of MarketingProfs: Made to Order, Original Content Services, which helps clients generate leads, drive site traffic, and build their brands through useful, well-designed content.
LinkedIn: Laura Forer
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