Programmatic advertising has greatly expanded options for marketers. Upon its advent, marketers realized that automating the media buying process can lead to much greater scale — data-based, highly targeted, automatic ad buys and placements.
The pendulum swinging back harshly over the last few quarters
There have been issues and events around ad fraud, bots, and brand safety over the past few months. The issues are connected to the question about quality.
The amount of global advertising revenue wasted on fraudulent traffic, or clicks automatically generated by bots, could reach $16.4 billion in 2017, according to a study commissioned by WPP.