To many marketers, programmatic is a blessing and a curse at the same time. On the one hand, programmatic advertising lightens the workload, while there are some hazards involved on the other.
The dangers of 100% programmatic advertising
Programmatic media trading is often still too opaque and susceptible to fraud. Ad fraud and brand safety are the most common issues encountered. The shift in the web of power relationships among businesses, agencies and marketers can also lead to problems. In the DMEXCO podcast, Thomas Koch even compares programmatic advertising to an atomic bomb. “Nuclear fission, awesome thing, there’s a lot you can do with it. Building atomic bombs was the wrong application,” he observes.
The art of developing media strategies
On the other hand, programmatic media planning opens the door to new ways of collecting data. L’Oréal, for example, with its own dynamic desk, actually implements successful, customer-centric, programmatically controlled marketing.
Technological solutions such as the blockchain are available to provide long-run solutions to the well-known problems around programmatic advertising. But the most important of all is to develop fresh strategies. In the podcast interview, Mr. Media Thomas Koch speaks of an art of developing these media strategies. He also talks with us about the importance of audio in the media mix.
