A celebration of all the original and creative work being done in programmatic advertising, the first e4m Real-Time Programmatic Conference and Awards took place last week at the Jio World Convention Centre in Mumbai. The conference offered several presentations focused on the power of programs, even if the prize winners include some of the top names in their respective industries.
Building trust and transparency in your programmatic campaigns was the topic of an interesting fireside talk between Anil Pandit, SVP, Lead-Precision (Programmatic), India, Publicis Media, and Nachiket Deole, Head of Sales – India, Double Verify. Deole highlighted that the role of programmatic will only increase when he compared the time when it was initially brought to India a few years ago to the present, where it contributes up to 50% of budgets. He said that programmatic has made significant progress in addressing the question of where and by whom an advertiser’s ads were being viewed by clients and their agencies. As an advertiser, you should always be aware of where and how your advertisements are appearing so that you can make sure they aren’t being displayed to bots or on unintended platforms, according to Deole.
Deole questioned the senior Publicis executive about what he believed to be the major difficulties facing programmatic advertising, saying that Pandit was quite the legend in the industry. Answering that he believed programmatic was the best thing to have occurred to the industry, he referred to a previous statement made by e4m Co-Founder Nawal Ahuja regarding various new channels entering its fold and programmatic spending increasing year over year. Although worries about transparency and openness have always existed, he noted that recent times had seen a surge in these discussions. Transparency has many different facets. Here, it may be relevant to supply chain pricing transparency or media quality transparency: what are we buying, and do we know what we are buying? These were some of the main challenges that Pandit claimed advertisers were currently preoccupied with and that programmatic had the tools to resolve. Deole and Pandit both concurred that fraud remained a serious problem even though there were established frameworks, ad verification partners, and DSP-provided systems that could solve various transparency issues.
They argued that clients needed to be informed about all the malpractices as well as all the resources available to them to deal with any fraudulent or damaging conduct. We must inform clients and partners about the growing importance of programmatic. Although joy may result from ignorance, you must be aware of what is occurring with your content. So, arm yourself, educate yourself about your tools, use them, and advance fearlessly towards a world without cookies, said Pandit.
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