eBay has reprised its Programmatic Only Week initiative two years after its first trial, saying the industry has failed to fully embrace it.
‘Programmatic Only Week’ will be run by the advertising division of the marketplace between 6-12 February which will see it serve only ads bought on a programmatic basis, and only accepting bookings made programmatically.
eBay recently found that over two thirds (69%) of its top advertisers now buy 90% or more of their adverts programmatically. However, there remains a “fondness for the familiar” among too many stakeholders, it said, who continue to rely heavily on direct sales.
“There’s widespread agreement that programmatic trading is the future of advertising. And yet, we still haven’t seen it embraced it to the extent we had hoped over the last two years. This is in spite of significant developments that have successfully addressed many of the technology challenges we identified during our first Programmatic Only Week,” said Rob Bassett, sales director, eBay Advertising.
In 2015, eBay sought to show that there was more to programmatic trading than remnant inventory and after, developed its own parallel bidding solutions to make premium inventory available to all advertisers.
“Our ambition this year is to test whether improvements in programmatic capabilities have truly made it a more efficient solution across all campaigns,” Bassett continued. “With consumers increasingly frustrated by poorly targeted advertising and with ad blocking continuing to rise, the industry must now to embrace programmatic as one of the most effective levers to address this issue.”
However, it’s not just consumers that are feeling frustrated. eBay’s focus on showing the benefits of programmatic comes as distrust among brand-side marketers appears to be growing. This week, the World Federation of Advertisers found that as many as 90% of marketers are set to review the agencies and publishers they work with in the media supply chain after growing frustrated by the lack of transparency being offered.
Marc Pritchard from advertising giant Procter & Gamble was among those to blast the “murky at best, fraudulent at worst” sector and laid down a new set of rules for measurement and verification.