Transparency of the media and brand safety has been hot topics over the past two years. With new platforms and new digital technologies, advertisers gained greater reach through cheaper media and better targeting options.
With the rise in programmatic media buy, the situation has become critical in this area. According to the IAB Europe report for 2016, the market for programmatic display advertising in Europe has recorded an increase of 42 percent and in 2016 reached a value of €8.1 billion. The report also reveals that this means 50.1 percent of display advertising spend is made through programmatic lease. It is therefore not surprising that brands – particularly prestigious ones – are in danger of being found on inappropriate websites.
Auction leasing was basically intended to monetize unsold advertising space for performance advertisers. Therefore, it was not intended for premium ads that are useful for branding to big brands. The most reliable, or the safest way to provide brands with appropriate content is to lease transparent and quality advertising real estate with reputable publishers. Sounds too easy? Because it is easy indeed! In the last ten years, it has become easier to determine and reach the target group, and increasingly difficult to draw their attention. By shifting the focus from technologies to the media, or their target group, brands have the best chance to rekindle emotions in consumers.
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