‘Should advertisers be more picky with programmatic?’ – EConsultancy
Patricio Robles says, “In 2016, 73% of advertisers’ total display budgets were spent on programmatic. And for good reason: programmatic ad buying gives advertisers the ability to target specific audiences wherever they go across the web.
But some advertisers are becoming more selective about where they’ll target consumers using programmatic platforms.
For example, according to MasterCard CMO Raja Rajamannar, “we don’t want to be anywhere and everywhere.”
He explained to AdWeek, “We stick to reputed sites. We don’t just go into programmatic and give a price point and buy everywhere. We have a whitelist so we said, ‘We want to [only] be on these sites,’ which really helps with mitigating if not eliminating ad fraud.”
As a result, Rajamannar says that ad fraud is a minor problem for the financial services giant”.
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