The IAB Programmatic Symposium- Be Clear Now: Transparency, Brand Safety and Growth in an Automated Era, brought buyers and sellers together to address common challenges the digital industry faces. Challenges including fake news, fraud, brand safety, measurement discrepancies and failures in the supply chain.
Automation replaces programmatic
Despite the irony in the title of the event, the IAB's opening remarks at the conference were that "automation" will now replace the ambiguous term "programmatic" altogether. Although 80% of online advertising is allocated to programmatic, it was implied that many marketers are confused by the programmatic ecosystem.
The IAB unveiled An Evolving Framework for Advertising Automation to create clarity around the functions and structure among buyers, sellers and technology companies. The process should simply be: planing, deciding, transacting, delivering and optimizing. You can find more information at https://www.iab.com/guidelines/programmatic-rtb/.
As "Transparency" was a key theme at the conference, a few suggestions were made to help tackle it:
The IAB Tech Lab announced the same morning of the conference, the launch of Ads.txt project which will help to eliminate illicit advertising by putting a mechanism in place that allows publishers to identify Authorized Digital Sellers of their inventory.
Brands should request working with IAB's Trustworthy Accountability Group (TAG) certified partners to help improve brand safety and combat fraud. In addition to looking mechanics of tech, Open RT, inventory buyers and publishers are encouraged to utilize the IAB Programmatic Fee Calculator accessible at https://www.iab.com/guidelines/iab-programmatic-fee-transparency-calculator/.
In conclusion, in a complex and disruptive ecosystem, industry professionals need to continue to work together towards transparency and simplifying automation.