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.”