October 15, 2013 - Event: Programmatic Buying Chicago

Transparency and Data Branding in the Age of Programmatic

Gian M. Fulgoni Gian M. Fulgoni
Chairman Emeritus

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
    • Fraud
    • Viewability
    • Targeting Accuracy
  • In-flight optimization of programmatic media plans dramatically increases ROI

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