Programmatic advertising brings opportunity to brands

Ryan Kangisser, managing partner at Stack I/O, features in Raconteur adding his opinion to their piece on programmatic advertising.

Sharing his views alongside experts from RadiumOne, Xaxis and AppNexus, Ryan explains why some brands are hesitant to use programmatic trading, “We work with a number of brands who remain very hesitant because either they don’t understand it [programmatic trading] enough, or they don’t feel comfortable with the levels of transparency that are afforded to them or they have had a bad experience and it is not working as well as they were led to believe.”

According to Ryan it is apparent that programmatic is used well with digital-first brands, however more traditional brands find it difficult to measure campaign effectiveness. ‘Many of the methods these brands use to measure the success of a campaign, such as brand favorability or brand preference, are difficult to assess with programmatic campaigns.’

“Time and time again, examples are surfacing of brands appearing in environments where they shouldn’t – we have had a number of clients who have suffered these,” Kangisser added.

Read the full article on Raconteur.