Programmatic advertising is a powerful tool for businesses to reach their target audience, but it also comes with its own set of challenges. As the technology is still relatively young, there are some ongoing issues that need to be addressed. Brand safety is one of the main concerns, as well as advertising fraud and the lack of clarity around whether the intended recipients have seen the ads or not. North America accounts for a large portion of global programmatic spending, and in the United States, it stands at $167 billion.
AdFalcon, ArabyAds' programmatic advertising platform, has implemented security measures to protect brands from appearing in unfavorable locations. Programmatic assurance also gives publishers more peace of mind with respect to their expected budget. Ad fraud is a major issue for programmatic advertisers, as digital ad metrics are based on impressions and views. To combat this, they can partner with DSPs that prioritize security as a key advantage of their platform.
Programmatic private marketplaces allow buyers to access exclusive sets of publishers' inventory, while open exchanges offer a variety of inventory opportunities. Programmatic advertising offers many advantages over traditional programmatic ad purchases, such as guaranteed budgets. However, advertisers often track their own metrics and optimize them without sharing them with publishers or programmatic advertising platforms. Despite this, many publishers in Southeast Asia are starting to embrace the idea. Overall, programmatic advertising is a powerful tool for businesses to reach their target audience. With education and effort, many of the challenges associated with it can be avoided.
DSPs have tools to prevent fraud and other issues, while programmatic assurance gives publishers more control over their campaigns.
