Quality issues in programmatic advertising

This article outlines some of the major issues faced by buyers of programmatic advertising, including viewability, fraud and suitable context, and the measures they can take to counteract them.

A quality media impression is one that exposes the desired consumers to the correct creative in a context that supports attention. Quality in this sense can only refer to whether the desired consumers were exposed to the ad – other measures of effectiveness such as the quality of the creative, the brand idea, or the offer require separate analysis. You cannot say, for example, that a quality impression is one that does its job, or persuades, because that is the function of both the creative and media.

Where to start

The issues of inventory quality in the programmatic ecosystem are...

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