Brief Notes on Automated Advertising based on 5 keys Politics, Ethics, Technique, Economics and Technology. Ranging from Use of data to Conflicts of Interest, from the role of Coding to Optimisation Algorithm, From Reach to User Identification and so on.
4. 2. Publishers looking to maximise yield / revenue face a big challenge in managing multiple
revenue sources – current techniques such as header bidding still need to be developed
further.
3. There is still no single standard for viewability measurement; every vendor has their own
methodology and results can vary dramatically.
4. Mobile & desktop environments are increasingly hostile to cookies; a robust cookie-less
method of tracking is needed if brands are ever to get accurate campaign measurement.
5. Incredible lack of knowledge across the industry about how the various platforms work
together – causes price inflation and operational inefficiency, e.g. with simultaneous
auctions, double-charging etc.
Conclusion
As Cosimo Accoto says “(programmatic) software deeply transforms our conception of what is
possible”. It is therefore necessary to have a broader view of the topic, looking beyond mere
problem solving and thinking ahead, well into the future. It is important that top management is
involved in this. Leaving strategic thinking in the hands of commercial entities will undoubtedly
increase fragmentation and decrease effectiveness.
There are three technical considerations that are key for proper measurement of automated
advertising; uniformity in reach time-frames, user identification in multi-screen journey, and user
identification in multi-channel journey.
Even though conflicts of interest and data management are often discussed, these subjects are not
properly addressed in all legal contracts between advertisers and agencies. A “conscious choice”
should be made by brands when negotiating. Data ownership agreements, opt-out clauses and, of
course, penalties can improve the nature of contracts and can lay a more efficient path to the
future of automated advertising.