John Battelle - programmatic loses context

“Programmatic has forced a separation of editorial and ad space, and we’ve lost context as a result” says John Battelle in Digiday today.

Battelle continues “When readers or viewers come to a site or app, they come for the experience – what I call “the show.” That show provides context to the reader – if they’re on a business site, they are there in the context of being a businessperson. If they are watching a home improvement video, they’re in the context of being a homeowner.”

“Programmatic has forced a separation of editorial and ad space, and we’ve lost context as a result. It’s time to get it back – it’ll be good for quality publishers, good for brand marketers, and great for our industry.”

Read more about click bait and ROI.