“Like Tom Hanks [in the movie ‘Big,’], we have to grow up.”
That’s how Michael Barrett, president and CEO of ad tech firm Rubicon Project, described the central task of digital advertising in his keynote address last week at the Interactive Advertising Bureau’s (IAB) Programmatic Symposium in New York City.
About 80 percent of all online advertising is now programmatic, a status that would be cause for celebration of technological progress in any other industry.
But, as Barrett and other speakers pointed out, any other industry wouldn’t have brands wondering how much they are actually paying for their ads, if their ads are seen by humans, or whether their ads were actually delivered to the right places.
After a decade of growth, the consensus at the symposium is that programmatic ads need to start acting like adults and taking responsibility for their behavior.
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Author: Barry Levine