La protection de la marque, le défi du Real-Time Bidding dans l’achat programmatique
Real-Time Bidding Challenges facing Brand-Safety in Programmatic Advertising
The IAB in cooperation with the Trustworthy Accountability Group (TAG) have also provided guidelines in the promotion of programmatic brand safety and industry leaders are increasingly taking up the reigns in the drive to ensure that clients’ messages to their consumers are within safe and relevant spaces online.
It’s an exciting yet uncertain time for marketers and publishers alike. The rise of Programmatic has witnessed the global adoption of the automated buying process by brands and digital marketers are progressively taking advantage of the micro-moments in reaching customers at the right time and at the right place. There remains little doubt of the essential value in defining the correct audiences as well as the freedom of bidding on multiple inventory sources to competitively increase ROI. As cross-industry collaboration continues to evolve programmatically however, advertisers are still reluctant to move into this space due to increased risks of opening their brands to inappropriate contexts online. One of the main proclamations made by the industry has yet to bear out – matching and serving ads to the most relevant users within a brand safe environment.
While the ad-server does have built in functionalities to at least strive toward brand safety, it appears to be sabotaged at the source. The contradiction here is that Ad Networks themselves have similar structures in place and may block certain sites, time-zones or content categories. This has the potential to create an opaque interpretation of where the advertisers brand may appear and increasing importance is placed on verifying the process of exactly how networks and exchanges authorise their inventory providers before tags are served. In addition, increasing shifts toward price as a factor over and above reach or quality perpetuate conditions where brands are losing control over placement in terms of suitability, page location and contextual relevance – all factors negatively impacting brand safety.
With the estimation by comScore that more than half of display ads go unseen as well as investigations surfacing where dozens of major brands have had their content show up on inappropriate and even illegal sites – the uninviting risks associated with the open exchange remains an obstacle. Even for those advertisers lesser affected, the uncertain truth remains – purchasing inventory in real-time on exchanges may result in opportunities lost, where ads could potentially appear on placements that may be objectionable for the advertiser and no amount of blacklisting or whitelisting can assuredly prevent this from occurring.
Strides made to counteract this issue are notable however and with the inception of the Digital Trading Standards Group (DTSG), guidelines for marketplace best practice have been established and permeate to all major focus-points including exchanges, DSP’s, SSP’s, networks and agencies. Over 40 companies, including Google’s DoubleClick, Yahoo, AOL and Microsoft Advertising have received seals of approval confirming industry-approved standards in commending brand-safety.
Further reinforcement is provided from ad verification companies, where reporting is offered on URL level. This promotes the rise of more robust and preventative blacklists. Many similar platforms assist the advertiser by raising alerts where it relates to content or keywords and options such as ad-blocking are available to efficiently avoid undesirable sites. Most of these verification tools also aid in preventing ad fraud, assisting advertisers not only in the assurance that ads are being seen properly but that they are seen by human beings as opposed to bots.