A recent study conducted by the industry group the Association of Online Publishers (AOP) has found that UK publishers are increasingly turning away from programmatic advertising due to concerns over transparency, brand safety, and revenue.
The study, which surveyed 92 UK publishers, found that 42% of respondents felt that programmatic advertising was not a sustainable business standard for them, with 44% opting for the private marketplaces.
One of the major concerns cited by editors was the lack of transparency in programmatic advertising, with many feeling that they were not being given enough information about where their ads were being placed. This, in turn, was seen as a major risk to brand safety, as ads could potentially be placed alongside inappropriate or harmful content.
Another issue was the revenue cut-off. Several respondents expressed that programmatic advertising did not generate enough revenue for them to sustain their business, and many of them even said that they had seen a decline in programmatic revenue over the past year.
These concerns were reflected in the overall sentiment towards programmatic advertising, with 86% of respondents saying that they did not believe that programmatic was the future of advertising. Instead, publishers were looking to alternative models, such as direct sales and subscription models, as well as exploring new technologies such as blockchain and artificial intelligence.
The Business-to-Business publishers opted for lead generation, social affairs, and scholarships, as their most productive assets with 28%, 22%, & 20% of each of them respectively. Further, Business to Consumer publishers voted for customer equity, events, and exhibit advertising as their important and productive assets with 17%, 15%, & 13% of each of them respectively.
Also, standardized publishers are deeming to focus on increasing interaction to collect first-party data, adopting tech solutions for a 360-degree audience perspective, engaging in technologies for a customized consumer experience, and enhancing the engagement funnel.
Last but not least, as per Richard Reeves, when it comes to programmatic advertising, publishers face several difficulties, including questions about brand safety and a lack of supply chain transparency. As a result, many are seeking to abandon programmatic advertising and investigate alternative business models that may provide more flexibility and income.
Despite these concerns, programmatic advertising is still a significant part of the UK digital advertising market, accounting for a major part of advertising spend.
Read next: 66 Percent of People Say They’d Grab Their Phone or Computer First In Case Of A Hazard
The study, which surveyed 92 UK publishers, found that 42% of respondents felt that programmatic advertising was not a sustainable business standard for them, with 44% opting for the private marketplaces.
One of the major concerns cited by editors was the lack of transparency in programmatic advertising, with many feeling that they were not being given enough information about where their ads were being placed. This, in turn, was seen as a major risk to brand safety, as ads could potentially be placed alongside inappropriate or harmful content.
Another issue was the revenue cut-off. Several respondents expressed that programmatic advertising did not generate enough revenue for them to sustain their business, and many of them even said that they had seen a decline in programmatic revenue over the past year.
These concerns were reflected in the overall sentiment towards programmatic advertising, with 86% of respondents saying that they did not believe that programmatic was the future of advertising. Instead, publishers were looking to alternative models, such as direct sales and subscription models, as well as exploring new technologies such as blockchain and artificial intelligence.
The Business-to-Business publishers opted for lead generation, social affairs, and scholarships, as their most productive assets with 28%, 22%, & 20% of each of them respectively. Further, Business to Consumer publishers voted for customer equity, events, and exhibit advertising as their important and productive assets with 17%, 15%, & 13% of each of them respectively.
Also, standardized publishers are deeming to focus on increasing interaction to collect first-party data, adopting tech solutions for a 360-degree audience perspective, engaging in technologies for a customized consumer experience, and enhancing the engagement funnel.
Last but not least, as per Richard Reeves, when it comes to programmatic advertising, publishers face several difficulties, including questions about brand safety and a lack of supply chain transparency. As a result, many are seeking to abandon programmatic advertising and investigate alternative business models that may provide more flexibility and income.
Despite these concerns, programmatic advertising is still a significant part of the UK digital advertising market, accounting for a major part of advertising spend.
Read next: 66 Percent of People Say They’d Grab Their Phone or Computer First In Case Of A Hazard
