Programmatic advertising has faced considerable scrutiny for a lack of transparency, complex financial arrangements and concerns about brand safety.

But Kyle Lebet, senior customer connections manager at the Coca-Cola Co., believes the pendulum may now have swung too far in the direction of oversight. As a result, he believes, members of the programmatic advertising ecosystem may be facing unfair treatment when the service is compared with the broader slate of media tools that brand partners traditionally employ.

“One of the things I've been thinking about a lot when it comes to programmatic, and our trading desk partners, is this concept of fairness – and what we ask of those programmatic and trading desk partners versus what we ask of some of our other media channels,” Lebet told delegates at Advertising Week 2018 in New York.