Programmatic advertising has recently become the inseparable companion of marketers, who reserve a prominent place for this discipline on their agenda.
The opportunities and challenges associated with programmatic advertising were discussed at a round table held yesterday in Vienna (Austria) within the framework of the Werbeplanung.at Summit 2017 congress , attended by Ulrich Hegge (AppNexus), Nicolas Konecny (willhaben), Christopher Sima (United Internet Media Austria), Siefried Stepke (e-dialog), Christoph Tagger ( derstandard.at ), and Bernd Wollmann (Casinos Austria).
According to Tagger, experimentation is key to getting the hang of programmatic advertising. “Currently, 14% of derstandard.at ’s digital revenues are programmatic in nature,” he said. And the truth is that “our clients are satisfied with the results,” he added.
Sima, for his part, stressed the need to put the emphasis on “brand safety” when approaching belarus phone number programmatic advertising. “If programmatic advertising leaves brand safety in the background, it is impossible to achieve success in this discipline,” he stressed.
According to Hegge, one of the biggest challenges associated with programmatic advertising is the so-called “walled gardens” (Google’s closed systems, for example). “The closed systems of Google and Co. prevent other players from breaking into them and inevitably make things more complicated,” said Hegge.
Konecny of willhaben.at believes that companies that are pioneers in their approach to programmatic advertising have everything to gain from this.
However, despite its many advantages, the quality of programmatic advertising still leaves much to be desired . “I have not yet found a product on the Austrian programmatic market that is 100% perfect from the point of view of users, sellers and media,” he said.
For programmatic advertising to return to quality, Stepke says it must be supplied with quality data , and to collect quality data “a lot of time and effort must be invested.”
Finally, Tagger noted that, to cure its many problems, programmatic advertising urgently needs not only a code of conduct but also to hang on the arm (more than it currently does) of artificial intelligence.