3 Steps for Combating Low Viewability with Programmatic Buying
By: Foundry | 5/4/2017
According to IDC, total worldwide display advertising transacted through programmatic platforms will increase from $7.6 billion in 2014 to $56.1 billion in 2019. As advertisers move more of their digital media budgets to programmatic in hopes of better return on investment, they are seeking
greater control of their ad campaigns.
IDG TechNetwork’s latest research shows that despite programmatic’s growth in the technology space, programmatic buyers are still facing challenges with scale, depth and trust regarding campaign performance. 55% of programmatic buyers say viewability is the most significant challenge for buyers in the private marketplace, beating out other significant challenges such as fraud and low return on ad spend.
When it comes to viewability, the market is still adjusting to advertiser and seller need versus market capability. Around three-quarters of buyers require at least 60% viewability however the U.S. viewability average is only 54%. Marketers are taking operational, reputation and targeting measures in order to combat low viewability and increase the effectiveness of their campaigns.
Here are the top three ways programmatic buyers are combating low viewability in the programmatic marketplace:
1. Operational: Using a Third-Party Company
45% of programmatic buyers use a third-party company to improve levels of viewable transactions.
2. Reputation: Developing a Whitelist
38% of buyers develop a whitelist of proven publishers.
3. Targeting: Targeting Specific Site Placements
31% of buyers target specific site placements.
To view additional steps programmatic buyers are taking to achieve better viewability, download the IDG TechNetwork research. As programmatic changes the way brands buy digital media, marketers are taking measures to overcome marketplace challenges and gain better insight into where they programmatic media dollars are really going.