Transparency and Data Branding in the Age of Programmatic
At Programmatic Buying Chicago, comScore chairman and co-founder Gian Fulgoni presented "Transparency and Data: Branding in the Age of Programmatic Buying" to discuss the latest implications of branded advertising in the face of an increasingly programmatic universe.
Key takeaways from the presentation include:
- Programmatic buying offers advertisers and publishers compelling cost efficiencies coupled with branding impact of digital ads
- In programmatic audience buying, the following potential problem areas need to be addressed:
- Brand Safety
- Targeting Accuracy
- In-flight optimization of programmatic media plans dramatically increases ROI