Does programmatic suffer from a perception problem?

The answer to the question ‘does programmatic have a perception problem?’ is a resounding….’maybe’.

Marketing Week talked to brands, publishers, media agencies and ad tech providers at Marketing Week and E-Consultancy’s ‘Get with the Programmatic’ event in association with Appnexus last week to ask them why programmatic is often painted as opaque, over complicated and mysterious.

All acknowledged there was an issue but most insisted the problem was not a lack of transparency but a lack of awareness. Graham Wylie, senior director of EMEA and APAC region marketing at AppNexus Europe, says the variety of auctions now taking place has led to a “perception lag” but that that will “disappear once marketers understand the depths of programmatic”.

Danny Spears, head of The Guardian’s data unit Response + agreed that raising awareness is key. “It is a quickly developing area and maturity will iron out many of the problems. As awareness of issues increases there will be sufficient focus to make sure these issues are addressed.”

Christian Armond, general manager for digital marketing at TUI, says brands must share the responsibility of improving transparency with agencies.

“You get the transparency you deserve. If you are concerned you need to ask more questions. You need to push your agencies.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here