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“We have to demystify what we do”: Thought leaders on why brands need guidance around programmatic

Programmatic is becoming a major part of the industry, but some companies and marketers still do not understand fully what it means, something the World Federation of Advertisers (WFA) hopes to change with its recently released guidelines on programmatic ad trading.

Speaking at Dmexco, Amit Kotecha, head of marketing EMEA at Quantcast, admitted that technology companies “have a tendency to make things quite difficult to understand.”

Calling the WFA guidelines “a great thing,” he believes it is best to train people “from the beginning” to understand how real time advertising and programmatic trading is changing the industry, adding that viewability, transparency and brand safety are all areas which need guidance.

“We make things very complex. We use acronyms that most of the population don’t understand, we have multitudes of platforms and multitudes of measurements,” Anne de Kerckhove, managing director EMEA of Videology added.

“The point of guidance and education is to turn technology into marketing again, and to allow brands to know what they are actually buying and how they are actually buying. We have to demystify what we do.”

Michael Barrett, CEO of Millennial Media, said that brands, agencies and publishers can all improve their margins and efficiency through programmatic.

“Anything that can help stimulate programmatic, make it more easily understood, is great for the industry, so we’re big supporters of WFA, IAB, any regulatory body that helps brand advertisers better understand how to do it,” he stated.

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