Programmatic ad buying can save marketers time and create more efficient advertising programs. But, as an infographic by Infectious Media explains, it's not a panacea, and marketers face three top challenges when buying media:
1. Brand safety: The infographic explains that the longer the supply chain, the more chances that advertisers lose transparency and data, which means loss of control over brand safety.
2. Ad fraud: This is a scary term, and fraud is expected to cost advertisers $16.4 billion this year, the infographic says.
3. Viewability: The ability of recipients to actually see you ads varies by device and advertising network.
But don't lose hope. The infographic ends by explaining that a layered approach with both tech and human elements can help brands maximize the quality of their media buys. To learn more, check out the infographic:
Laura Forer is a freelance writer, email and content strategist, and crossword puzzle enthusiast. She's an assistant editor at MarketingProfs, where she manages infographic submissions, among other things.