Data refresh rates will shrink, preventing fraud
In programmatic, having a single platform that refreshes its data constantly is vital to preventing wasted impressions. Right now, the industry leading refresh rate is at one minute, and it has proven to be an exceptional tactic for protecting client media and interests. Other programmatic players will follow this lead. It's the best way to prevent ads from appearing on brand-unsafe environments. A consistent, short refresh rate of data helps scrub bad sites, leaving only optimal places for programmatic inventory to be served.
The myth that programmatic campaigns are untargeted will be dispelled
Programmatic is young and for many advertisers it's scary. This is mainly due to a few unfair and untrue myths that have arisen surrounding the practice. One of the larger ones states that programmatic inventory is remnant, untargeted inventory that is of low quality. This simply is not true. The more that this media execution tactic is utilized – coupled with the emergence of industry leading companies – marketers will learn that programmatic is high-quality and precisely-targeted inventory. Key educators in the space will soon put this myth to rest.
One of these educators is Richard Russey from AcuityAds. He continues our conversation by explaining why a one minute data refresh rate is so vital in this area and how targeting methods have evolved to produce exceptional results.
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