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The opinions expressed in this article are the authors’ own and do not reflect MM+M or Haymarket Media.

In a recent Q&A published in MM+M, a client-side marketer explained why she’s given up on programmatic.

Allegations about fraud and suggestions that the largest brands — through programmatic ad-buys — underwrote misinformation and CSAM have cropped up a number of times in the past few years. 

The notion that whole insertion orders go to nothing but funding the lifestyles of bored Macedonian teens running MFA botfarms is great content. 

To all this we must insist, however, in the words of our finest Supreme Court Justice Louis Brandeis: “sunlight is the best disinfectant.”

There is no media category with greater potential for sunlight or transparency than programmatic, provided the buyer has command of the full range of tools a modern DSP offers. 

It makes us think of the survivorship bias in behavioral economics. That is, taking what you see for all there is to know. 

That’s a dangerous notion in the media, where degrees of transparency vary so widely by channel.

Programmatic versus the biggest media channels

Attempting a comparison of apples-to-apples between programmatic and the other channels, we’ll stipulate search, social, CTV and linear TV. (No disrespect to radio, OOH, etc). 

In at least two of these categories — Google for search and Meta for social — the dominant vendors continue to constrict the amount of information available to the buyer about the inventory they’re purchasing and the amount they can learn about the media they bought ex-post facto. 

In Google’s case, the Performance Max (Pmax) black box is what budget, KPI and creative are loaded into and very little is divulged. 

Just last year, Meta moved to further restrict the information available from any landing page conversions, having abandoned providing exposure logs quite some time ago. 

As for brand safety, X and Meta are both notably hotbeds of misinformation, currently amplifying misinformation about measles and let’s not forget greatest hits like COVID-19 skepticism. 

TV is a better medium on the brand safety front, but in regards to efficiency, continued declines in linear viewership create uneven distributions of viewing habits.

The old 80-20 rule is even more exaggerated, with a small percentage of linear viewership consuming large amounts of content, with a large portion drawn to live events, notably sports. 

This makes effective pacing difficult, putting a downward pressure on the efficiency that the scale of linear once provided. There are no exposure logs in linear though, so the buyer has little way to judge. 

However, in CTV it is a well known issue, in large part because many CTV providing platforms offer that visibility and consequently it’s one that is being addressed.

Solving programmatic’s brand safety problem

Now, to the question of how to address many of these concerns in programmatic, such as content showing up on not brand-safe sites. The solution from a trader’s perspective is threefold.

First, use a trusted brand safety/third-party service like DoubleVerify or IAS and work with them to create brand safety guidelines. 

Agentic models like Scope3 are bringing new tactics to this field as well. It’s a strong, growing way to ensure media buys in open programmatic live up to a brand’s guidelines. 

Secondly, use the DSP to create negative keyword lists. 

For instance, we always added pharma as a negative target because of the issues raised in the article. 

The content may seem relevant until you end up serving ads on a story about price gouging. Or the classic example — you don’t want to be the airline serving ads next to an article about a plane crash. 

Lastly, and this is only available in open programmatic media, audit your domain lists. You can create sites where your ad shouldn’t be served. 

A good trader is constantly looking at their domain list and removing sites that are not getting a good click-through rate.

At present, two trends of media buying seem to be leading. 

There are closed systems which insist “just trust us” and provide extremely limited information. There is also the programmatic ecosystem, which allows wide customizability and third-party integrations to ensure a brand’s dollars do what it wants done. 

Where we see the most growth these days is CTV, which notably is trying to integrate into and become more like programmatic. We believe that’s great news for buyers who want to make the most of their budgets.

Interested in contributing to C-Suite Scripts? Pitch your idea to opeds.mmm@haymarketmedia.com.