The perks of programmatic advertising have come at a cost.
A recent study found that brand safety, ad fraud and viewability haunt programmatic buyers the most due to the lack of control. Also notable is that of those surveyed, “three in 10 agencies were concerned about nonhuman traffic, as were more than one-fifth of marketers.” AppNexus has even jumped on these concerns, announcing it will guarantee fraud-free traffic.
The strong, growing reliance on this automated process, and the fears that accompany it, begs the question: Have we gone too far? Has technologies’ interference with the human touch backfired?
This article originally appeared on TheDrum. To read the full article, click HERE.