It’s been over a decade since programmatic first burst onto the scene amid much fanfare. In the last few years however, critics and cynics have been alleging that it’s failing to meet the expectations of the market.
Recently, exciting developments in programmatic – its continued growth as a proportion of total ad spend, alongside the rise of programmatic TV – have been overshadowed by a slew of incidents that have exposed a range of less than transparent business practices, leading some of the biggest names in marketing to rethink their approach to the channel.
It was only a year ago that we witnessed Procter & Gamble’s seemingly drastic move to cut digital ad spend by an astounding $200 million in favour of more traditional channels, decrying the lack of transparency. At the time, this seemed like a snub by the world’s biggest advertiser. Then there was the study which found that more than a fifth of UK brands plan to decrease their programmatic ad spend because of concerns over costs or performance, while a separate study in the US found that programmatic spending was declining as native advertising increases. But it’s not all doom and gloom where programmatic is concerned.