Open X Programmatic Adtech

Programmatic marketplace quality deemed ‘serious’ issue by industry majority, says ExchangeWire study


By Jessica Davies | News Editor

June 2, 2015 | 3 min read

Marketplace quality is regarded a “serious” issue in the programmatic trading environment by the majority of the industry, according to an ExchangeWire study exclusive to The Drum.

The study, which surveyed 183 senior marketers in March, revealed that the majority (94 per cent) of respondents cited marketplace quality as either a “very serious” (45 per cent) or a “somewhat serious” (55 per cent) issue, leaving only six per cent to declare it a minor issue, or not one at all.

Over the last year ongoing issues such as fraudulent traffic, viewability and brand safety in the programmatic trading environment have come increasingly under the microscope as brands have shown little tolerance for those who seek to dilute the quality of the trading environment in which they operate.

The ExchangeWire research, conducted in association with OpenX, has been commissioned to spotlight some of these issues to give marketers a benchmark for the state of the market.

Marketer respondents said they perceive around 27 per cent of traffic to be fraudulent, but are only willing to tolerate up to five per cent, according to the report.

Meanwhile the study also sheds light on the fact there is a 25 per cent discrepancy between marketers’ perception of viewability and what they consider to be acceptable.

However, overall 95 per cent of all respondents deemed programmatic advertising good value for money.

The full research, conducted in association with OpenX, will be published later this week, exclusively on The Drum.

It will include further detail on who out of publishers, the buy side or the sell side, should assume responsibility for the quality issue, along with marketers' views of the role of private marketplaces, and their opinions on whether quality is most affected in desktop display, or mobile and video environments.

Rebecca Muir, head of research and insights for ExchangeWire Research, said: "It is clear that the different fractions of the digital media industry are united in their view of the issues that affect marketplace quality. It is refreshing to see that there is also unity when it comes to who should assume responsibility for bettering marketplace quality."

The report spanned publishers, brands, agencies and ad tech vendors.

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