In digital advertising, the challenge of inventory transparency persists, particularly within programmatic advertising. Contributing factors include opaque relationships with supply partners, a preference for cost over quality, and the sheer scale of available inventory.
An Association of National Advertisers (ANA) study revealed alarming trends in late 2023. Nearly 39% of advertisers overlook tracking the number of websites in their programmatic campaigns. On average, these campaigns span a vast network of 44,000 different websites. This oversight and indiscriminate strategies risk budget wastage on low-tier inventory susceptible to brand safety and invalid traffic (IVT) concerns. The rise of Made for Advertising (MFA) sites further complicates efficient budget allocation, with only 36 cents of every dollar directed toward quality inventory.
However, amid this challenge, advertisers can assert control. By refining strategies and adopting a discerning approach to inventory selection, advertisers can safeguard against wasteful spending on unsuitable platforms, steering their advertising dollars towards more impactful and brand-safe spaces.
Safeguarding Your Brand: Thriving with Quality Impressions in Programmatic Marketing
In the ever-expanding landscape of programmatic marketing, where the number of websites can be overwhelming, ensuring brand safety and thriving with quality impressions becomes a paramount concern for advertisers. By implementing strategic approaches, advertisers can navigate the open market successfully while minimizing the risks associated with non-viewable and fraudulent inventory. Based on our experience, here are the tips that we use for securing your brand safety and maximizing the impact of your programmatic marketing efforts:
1. Focus on Trusted Sellers:
Narrow your inventory by focusing on trusted supply vendors. In a sea of websites, optimizing the number will reduce the risk of purchasing non-viewable and fraudulent inventory.
Target one or a few SSPs to gain access to thousands of high-quality websites. Creating a list of trusted SSPs can diminish the risk of purchasing non-viewable and fraudulent inventory and enhance brand safety.
2. Utilize Both Inclusion and Exclusion Lists
Broad exclusion lists can effectively prevent advertising on unwanted content, although frequent quality assurance and adjustment are required to keep these lists relevant.
The open marketplace is vast, and there will always be unwanted content. Inclusion lists help advertisers focus on where they want to advertise.
Utilizing one or both methods can depend heavily on advertising goals.
3. Ad Verification Partner Layering
Balance the pursuit of low-cost inventory with the importance of ad quality. Opting for the most inexpensive media might not equate to selecting the most effective media. It's crucial to place a stronger emphasis on the significance of context.
Including Brand Safety or IVT rails will minimize advertising on low-quality inventory and enhance reaching quality impressions. Quality impressions include fraud-free, brand-safe, and contextually relevant placements.
Regular check-ups, monitoring, and optimization of ad verification factors will ensure your ad is viewable and brand-safe.
4. Strategic Keyword Targeting
Furthermore, we can implement a keyword list to ensure we're displaying ads in relevant contexts.
Identifying and selecting keywords that align with your brand messaging and resonate with your target audience will allow you to advertise on more relevant inventory.
Utilize negative keywords to exclude placements that may risk brand safety or not align with brand values.
Refine and update your keyword lists regularly based on performance data to optimize targeting and enhance the quality of impressions.
By strategically leveraging keyword targeting, you enhance brand safety and improve the relevance of your ads, increasing the likelihood of engaging with your desired audience.
5. Content/Contextual Targeting:
Leverage content and contextual targeting strategies to align your ads with relevant, brand-safe environments.
Recognize that the "cheapest" media may not be the "best" media. Prioritize quality over cost to ensure a positive brand image.
Analyze the context of web pages and content to ensure your brand is associated with topics and themes that resonate positively with your audience.
Utilize technology that can understand the meaning and sentiment of content, allowing precise ad placement in contextually relevant environments.
By employing content/contextual targeting, your brand maintains a safe digital presence and enhances relevance, impacting the targeted audience within a trusted context.
6. Adapting to Relevant World Events
Stay attuned to current world events and trends to ensure your brand messaging remains relevant and sensitive to the global landscape. We want to prevent your brand from being shown next to the news related to i.e. conflicts, violence, politics, or adult content. We want to avoid your brand being linked to such categories.
Regularly update your programmatic campaigns to align with or adapt to significant events, allowing your brand to engage with audiences in a timely and contextual manner, adjusting strategies as needed (e.g., updating keyword lists by excluding words related to world events, updating site lists, etc.).
By staying informed and adaptable to world events, your brand can demonstrate responsiveness, maintain relevance, and thrive with quality impressions in the dynamic programmatic marketing landscape.
Navigating the Complexities of Programmatic Marketing for Brand Success
In conclusion, succeeding in the dynamic realm of programmatic marketing requires advertisers to adopt proactive measures. By prioritizing trusted partnerships, ensuring ad quality, refining keyword targeting, embracing contextual strategies, and staying adaptable to global events, brands can not only navigate challenges related to inventory transparency but also flourish with impactful impressions. This approach is essential for cultivating a resilient and positive brand image within the ever-competitive digital landscape.
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