The promise of programmatic advertising is facing pushback from big brands that are abandoning this so-called ‘fake marketing’ for meaningful performance metrics.
This month’s digital marketing news featured a lot of headlines from the big brands abandoning toxic content and broken metrics in search of measurable reach and conversion. Consider the case of JP Morgan as reported by the New York Times:
Now, as more and more brands find their ads popping up next to toxic content like fake news sites or offensive YouTube videos, JPMorgan has limited its display ads to about 5,000 websites it has preapproved, said Kristin Lemkau, the bank’s chief marketing officer. Surprisingly, the company is seeing little change in the cost of impressions or the visibility of its ads on the internet, she said. An impression is generally counted each time an ad is shown.
This report follows Procter & Gamble’s January announcement in Ad Age, that they are seeking better returns on their own investments in digital growth, and are seeking to clean up their digital supply chain:
P&G also has had an awakening on digital ad fraud, after an audit by consulting firm White Ops found that it didn’t have the problem controlled nearly as well as it thought, Mr. Pritchard said. So one step that P&G is taking is to require “any entity touching digital media” it buys to get accredited during 2017 by the Trustworthy Accountability Group, a joint initiative of the Association of National Advertisers, 4As and IAB.
But this doesn’t let brands off the hook for creating their own content which many construe as fake news or fake views. With so much fraud and channel noise, new trustworthy connections must be forged between brands, media properties and their audiences.