Brand safety and fake ads: the challenges to programmatic

Lena Roland

This report provides a range of views on the challenges facing programmatic advertising, with contributions from senior executives from organisations including ISBA, representing UK advertisers, Guardian Media Group, Saatchi & Saatchi, the ad agency, and Google.

Phil Smith, director general, ISBA, the trade body representing the UK's advertisers, had a stark message for his members: consumers are "increasingly disenchanted" with advertising, particularly digital communications, where the process of targeting consumers often overlooks consumer consent.

Equally, advertisers are starting to question the effectiveness of their digital advertising efforts when, increasingly, context, i.e. which websites their advertising appears on, does not align with brand values.

Smith was speaking at the ISBA annual conference, which took place in London in March 2017 a few weeks after revelations in The Times that brand advertisingwas being positioned next to...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands