My colleagues, Nick Swimer and Keri Bruce explore the dark depths of programmatic media buying and provide perspective on why the problems of accountability, transparency, and measurement have eluded the industry for years. What's most difficult to understand is that despite the widely accepted reality that programmatic is rife with fraud and waste, spending on programmatic continues to rise. As the article concludes, "...advertisers need to care."
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Unbridled Waste in Programmatic
Silence is not a strategy. To end on what might seem to some to be a slightly saccharine note – advertisers need to care. Billions of dollars are wasted and lost, with brands funding an opaque ecosystem. It is on the industry to fix itself.