Advertisers Want Programmatic Tech Players to Fight Fake News - eMarketer
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Advertisers Want Programmatic Tech Players to Fight Fake News

Some plan to reduce spend with providers that don’t act

August 30, 2017 | Marketing Technology | Media Buying

Concerned about the fake news that runs rampant online, programmatic advertising decision-makers in North America are taking measures to ensure their ads don’t appear on questionable sites.

To ensure the quality of their ads, more than half of programmatic decision-makers in the US and Canada surveyed in April 2017 by BrightRoll planned to put more pressure on programmatic ad tech partners to proactively screen for fake news.

Actions that Programmatic Decision-Makers in North America Will Take to Ensure the Quality of Programmatic Ads, April 2017 (% of respondents)

Advertisers and their agency partners are aiming to maintain brand safety in other ways as well. Approximately four in 10 of the programmatic decision-makers in BrighRoll’s study said they will try to be more granular in their site targeting and more than a quarter will shift their buys from open exchanges to private marketplaces.

Even though ad buys take longer and require more resources in a private marketplace, the process appeals to advertisers because it ensures that ads appear across higher-quality publishers’ sites. As a result, private marketplaces are becoming increasingly attractive to advertisers.

eMarketer forecasts that by 2019, US programmatic digital ad spending through private marketplaces will reach $9.23 billion, nearly catching up to the $9.61 billion expected to be spent with open exchanges that year.

Meanwhile, the onus is on programmatic tech providers to keep a closer eye on their inventory—or face the consequences. Almost a third of advertisers surveyed by BrightRoll said they would reduce their spend with programmatic partners whose inventory includes publishers associated with fake news.

Maria Minsker

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