With 90% of advertisers saying that they’re reviewing their programmatic advertising contracts and demanding more control and transparency, you know there’s a transparency problem. In programmatic, there are brand safety and measurement issues because too many advertisers have too little insight into where their ads are running and how each site is truly performing — e.g., is that traffic legit, or is it from a bot?
Demanding more transparency from agencies and platforms is one way to address the problem. Advertisers can also take steps on their own to track the effectiveness of a campaign. It starts with knowing on what publishers their ads are running.