“Brand safety in the Programmatic era” remains an open topic these days.
And because more and more companies are adopting the Programmatic way of selling, the concerns seems to be higher than ever.
TDG’s leading ad-tech company in CEEMEA, Tailwind released the findings of research on “The Status of Programmatic Trading in CEEMEA“.
Those findings had drawn the attention of eMarketer, one of the most influential publications in the marketing industry.
“In this year’s study, nearly 24% of sellers thought brand safety was a challenge, making it their top concern. That was almost double the percentage from a year earlier” eMarketer
The research is very clear in this direction: Brand safety is deemed as the main point of concern for publishers and advertisers in Central and Eastern Europe.
Its safeguard is considered as the most important, industry-wide issue and is expected to become a cornerstone for the further development of Programmatic Trading.
eMarketer’s key points from the study:
- Nearly 76% of ad buyers surveyed used programmatic, along with almost 83% of sellers
- Among the ad buyers polled who didn’t currently use programmatic advertising, nearly 74% said they would consider doing so within a year
- For those buyers still on the fence about programmatic, the biggest deterrent wasn’t brand safety or a lack of transparency about placement. Instead, it was a lack of qualified staff needed to institute automated ad buying practices, a situation nearly 40% of respondents said they suffered from.