Digital advertisement is constantly developing with more and more media being consumed through digital devices. Digital advertising strategy is continuously developing. Since the very first banner ad was displayed in 1994, it is safe to say that the digital advertising ecosystem has gone a long way. Programmatic advertising has perhaps seen the most progress.
Is Programmatic Advertisement All We need?
COVID-19 has created one of the world’s largest economic crises impacting every sector, from quick fashion to hospitality but it has altered society the most. Forbes reported in early April that its not only our behaviors have changed but we are now spending more time online than ever before. We began to search for digital entertainment via streaming sites.
Challenges Faced In Programmatic Marketing
Programmatic Advertisement: View And Impression Fraud
Advertisers have been concerned about ad fraud since the beginning of Ads display. Fraud is still a major problem in the digital advertising business, and it is not limited to programmatic advertising. As the effectiveness of digital advertisements is evaluated in terms of impressions, views, clicks and other similar KPIs. Digital marketers must ensure that these views, clicks and other similar KPIs are generated by people itself rather than other harmful forms to drive performance.
Ad frauds may take many forms, including bots, ad stacking, and ghost sites. Companies are investing in smarter, more advanced technologies to offer advertisers piece of mind that their ad is being viewed by their target audience. At Hopbug, we have a very stringent vetting process to guarantee our programmatic partners — DSPs, PMPs and so on. We have advanced ad-fraud fighting mechanisms in place.
In addition, we have a suspicious traffic filter. The built-in suspicious traffic filter in Hopbug has a safety feature that identifies and removes fraudulent traffic. Even if the traffic cannot be proven to be fraudulent but displays comparable characteristics it is categorized as suspicious. Our four sensitivity levels: “light, medium, severe and ultimate” allow each company to specify how aggressively they want traffic screened.
Again, brand safety is an issue that Digital marketers face throughout the display and digital advertising. Brands want to make sure their ad material isn’t placed next to something unpleasant, provocative, violent, or otherwise potentially detrimental to their brand.
There have been a few notable cases of businesses battling platforms. That placed their advertisements next to dubious or dangerous content. But this is recently came into light with the onset of the COVID-19 pandemic. Brands wanted to guarantee that their messaging was matched with accurate, trustworthy articles and material. They were concerned that their advertisements would be displayed next to content which provides disseminated misleading information to consumers. In addition, several businesses wished to avoid having the display of their advertisements next to COVID-19-related information in general.
The methods discussed here will operate in combination to combat ad fraud, remove inventory problems, and enhance brand safety. However, there are a few various strategies Hopbug team may employ to guarantee that your brand image remains strong and that advertisements show only next to material you approve.
The ad inventory that a publisher makes accessible for programmatic purchasing in the open market is referred to as programmatic inventory. This inventory is then bid on in real-time, putting the ad in front of the viewer. Display advertising will most likely appear alongside the information you’re seeing. This is happening in every browser in the Indonesia and throughout the world. The reason digital marketers are so interested in programmatic advertising is not because of the quantity, but because of the quality. Brands may use programmatic advertising to position their advertisements in-front of relevant, potential consumers, boosting the likelihood that they will interact with the ad. When it comes to programmatic advertising issues, advertisers are preoccupied with how to achieve the greatest quality rather than quantity.
The method for ensuring high-quality inventory operates similarly to the ad fraud solutions discussed in the previous section. However, at Hopbug, we offer other strategies for marketers to fight inventory issues. Hopbug provides a very refined inventory that can assist you in achieving success.
DSP, SSP, DMP, CTR, DOOH, CCPA, RTB – the list is endless. With the continual evolution of new acronyms, vocabulary, techniques, and rules in the programmatic business. Many marketers feel as though they are lagging in terms of what is up to date. However, you are not alone; according to Banner flow, considerable number of users who use programmatic advertising do not completely grasp it.
With so many platforms and purchasing choices available. It may be tough to determine which is ideal for your campaign or business in general. And while you try to figure out which channel is ideal for your advertisements. You must also keep up with the ever-changing and expanding consumer privacy rules. Find a programmatic partner who can assist you.
Programmatic Advertisement: How Hopbug Can Help You?
Hopbug blends internal programmatic expertise with savvy industry contacts. To guarantee that you can target particular audiences across many channels while preventing fraud and safeguarding your brand. Our data-driven, relevant, and effective methods have remained successful. As we are always evolving to deliver purpose-built solutions tailored to our clients’ needs.
We understand the difficulties that brands confront. There is more pressure than ever to measure the business effect, more difficulty keeping up with developing channels, and rising demand for digital media platform expertise.
Would you like to learn more about how Hopbug can address all of your programmatic advertisement challenges?