Commentary

Fraud is holding back programmatic: Better ROI needed for future

by Wayne Friedman , Staff Writer, May 20, 2015

Fraud has been a major issue as to why programmatic spending didn’t rise to estimated share levels.

At the OMMA Programmatic Display conference, Kevin Mannion, chief strategy officer of Advertiser Perceptions, says major media business stories about fraud, transparency, and brand safety, were major reasons why programmatic didn’t climb to expected levels this year.

Last year Advertiser Perceptions estimated digital media buyers would spend 50% of their budgets on programmatic. But a newer study of some 400 advertisers says their budget shares for programmatic platforms for 2015 are at 38%.

What are the most importantly factors for future growth for buyers? Better return of investment, says Mannion.

For sellers, a major issue for more programmatic usage is to make it easier to start up and use programmatic systems.