International programmatic media agency Infectious Media, co-founded by CEO Martin Kelly (pictured left), recently produced an infographic (below) that highlights recent research about the biggest challenges marketers face. Hint: Ad fraud, brand safety, and viewability are the top three.
Infectious Media says that programmatic shouldn’t be ‘black box’. Advertisers need to gain insights into audiences and performance, understand what’s working, what isn’t and where ads are appearing. Yet 71 percent of agencies and brands say buying brand-safe inventory is still very difficult.