Programmatic trading is becoming a bigger part of the media mix, yet there are still road blocks to advertisers unlocking their brand budgets. Brands including eBay, Moneysupermarket and Unilever, along with other media experts have highlighted some of the remaining barriers in the above video.
eBay’s head of advertising Phuong Nguyen said publishers must ensure they are providing advertisers with clear definitions of premium programmatic – beyond a guaranteed buy alone – with more focus on what rich-media formats they can offer programmatically.
Meanwhile Moneysupermarket’s head of programmatic Sammy Austin stressed that measurement of programmatic should incorporate brand awareness metrics not direct response alone, and Unilever’s Alex Tait called for brands to pay more attention to their first party data.
The spokespeople were judges for The Drum’s Digital Trading Awards, in association with AppNexus, which took place last month at the Marriott Grosvenor hotel in London. View the complete video above.