Is the system perfect? Nowhere near it. Yet, that doesn’t mean that it is not getting there. There are key areas which brands need to get right. The most important is programmatic ad buying, which accounts for over 80% of digitally placed ad budgets. For far too long marketers have trusted ad placement companies with loosely-defined parameters to try and net in as wide a number of eyeballs as possible. This has resulted in issues such as ads being associated with negative content among others. I remember reading an article on how Jeep had the worst reliability scores in all US SUVs only to see their web page peppered with banner ads from Dodge (a sister company of Jeep). Considering that we live in the age of disinformation, hate speech and false news, brands will continue to run these risks until they come up with better methods to control their programmatic buys.
