Digital media buying has quickly become a complex and extremely
developed market. A significant piece of this market has emerged in the
form of programmatic ad buying. With this method, companies bid in a
marketplace to receive online ad exposures.
Then advertisers automatically place the ads based on preferences of the
company advertising.
Programmatic ad buying has a number of
benefits for advertising company, first and foremost being ease of use.
For a company trying to figure out the complex world of digital
advertising, programmatic buying provides a more accessible interface.
However, after this initial purchase, how programmatic ads operate is a
little less clear.
The most important and sometimes risky
angle to programmatic buying is that it is prohibitively expensive and
effectively impossible to control where and how 100% of your ads will show up.
As mentioned in a recent article on Digiday, a handful of companies were
alarmed to hear that their ads ran next to a video featuring a beheading posted
by a Mexican drug cartel. For Nissan and Sherwin-Williams, two companies
that had unfortunate ad placements next to the video, it was an embarrassing
and potentially costly mistake.
This incident underlines one of major
drawbacks to programmatic buying, and it serves as a warning to companies when
undertaking extensive online advertising platforms. If a company chooses
to use programmatic buying and intends to run a campaign with +100,000
ads, it comes at the risk that those ads may end up next to something the company did not want them to, no matter what the digital advertising marketplace they are
using promised.
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