Recap: Programmatic IO: Viewability, Fraud, and Programmatic Video

Ad fraud and viewability and the rise of programmatic video were among the hot topics at Programmatic I/O, Oct. 15–16 in New York.

Ad fraud and viewability and the rise of programmatic video were among the hot topics at Adexchanger’s Programmatic I/O event, held October 15–16 in New York. Verve was on hand for many of the panels, discussions, and conversations. Here’s a look at key takeaways from each.

Programmatic and Publishers Forecast

Lauren Fisher of eMarketer took a look at data and programmatic in the US.

Addressing the rise of digital video, she indicated that 84% of digital video ad dollars will funnel through programmatic ad channels by the year 2020. She emphasized that premium first-party data must become a priority for brands — all the while it should be handled with extra care and transparency.

Data Gaps for Media and Marketing

Angelina Eng from Morgan Stanley said that if brands want to avoid data gaps in their marketing approach, agencies and marketers need to develop consistent taxonomies and data classification. This will require educating each other on the value of ad tech and mar tech platforms. While she recognized that 100% attribution is not necessarily attainable, Eng recommended comprehensive training and staffing in connection with all data and platforms.

Over-the-Top

Michael Goodman of FreeWheel spoke effusively on over-the-top (OTT) services. He noted that OTT delivers actual customers at scale, with more than 70% authentication. It may draw younger, more affluent audiences, but it also puts demand for full transparency on vendors.

Goodman added that OTT is the “superhero” of today, but set-top box VOD is tomorrow’s likely candidate for a cape. These platforms could foster the rise of “video-everywhere” digital and linear marketers.

The Future of Data-Driven Marketing

Martin Kihn of Salesforce said brands need to tell the story of the customer’s journey, but this requires that they get dynamic with creative content, building a library of digital assets (“atomic content”) that allow creative to be personalized for every customer.

Taylor Swift is the brand of the future, should you ask Kihn. Defining what he referred to Swift’s brand of “unbrand,” Kihn described a hyper-dynamic entity, adaptable to sub-groups of customers.

Advertiser Opportunities and Challenges

How can brands blend old-fashioned storytelling from Mad Men with the data-driven marketing of Minority Report? According to Oliver Maletz at Volkswagen, it requires storytelling to move into lower-funnel activities. He espoused a shift from “viewability” to “opportunity to see,” saying that no marketer should pay for ads that a human can’t see, while reiterating the need for vigilance against ad fraud.

Untangling Video Measurement

According to Bryan Wiener from comScore, consumers are moving even further toward cross-screen content consumption.

NBCUniversal’s Krishan Bhatia emphasized that viewership and platform development is fragmented and raised the idea that there could there be one metric to capture cross-media advertising.

Kelly Abcarian of Nielsen said probably not, but she noted that the state of the ecosystem will require marketers to choose a set of metrics with sellers that target audiences in the best way possible.

Brand Safety

Paul Wallace of VICE Media said brands and publishers need to sync their approaches to brand safety. According to Coleen Kuehn from Merkle, brand safety requires a consistent set of strategies and tactics. Jenny Lang of UM Worldwide believes the industry must monetize brand-positive content, while Brandon Miller of Land O’Lakes said a brand’s knowledge of its own ethos can assist with brand-safety efforts.

Advancing the Art of Attribution

Brad Stamulis from DISH Network said the metrics of view-through-attribution and viewability go hand in hand. Agreeing with Oliver Maletz’s assessment that advertisers should not pay for ads that humans can’t see, Stamulis said one solution would be an approach available in every major DSP dashboard — total ad cost divided by sales, times actually viewed ads, equaling viewable adjusted cost per order, or vCPO.

Programmatic IO was rich with nourishing content, and every one of these topics touches on the concept of what Verve calls Movement Science. Read more about what it takes to engage consumers in a mobile-only world; read more about Movement Science here:  https://verve.com/movementscience/

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