Quality Time: Top Barrier To Growing Programmatic Is Quality Of Media
As we kick off 2025 and consider this year’s goals — from the personal New Year’s resolutions to the bottom-line targets — it’s important to keep looking ahead at the hurdles standing in the way.
For potential programmatic investors, that hurdle is clearly the quality of media.
IAB Europe conducted its annual Attitudes To Programmatic Advertising Report, and in surveying advertisers, agencies, publishers, and ad tech vendors across Europe, the top-ranked key barrier to adopting or growing their programmatic trade was the quality of media (e.g. fraud, brand safety, viewability, transparency).
2025 Digital Media Difficulties For Publishers And Platforms
U.S. digital media publishers and platforms are split on the difficulties they will face in 2025, according to a September 2024 study from Integral Ad Science and YouGov. Almost a third (29%) cited ads delivered alongside risky content, contextual targeting, monetizing with/without social platforms, and scaled audience extension as major challenges.
Casual B2B: Brands Are Advised To Humanize AI Mentions, Corporate Style
B2B marketers have a habit of sending out the wrong vibe. For example, they waste readership focus by inserting generic mentions of AI. It doesn’t work, and marketers are turning away from it, according to Vidmob’s 2024 Creative Trends Report with LinkedIn.
At a time when digital content creators have become a major source of information for people, a UNESCO survey published today reveals that 62% do not carry out rigorous and systematic fact-checking of information prior to sharing it. But 73% express the wish to be trained to do so.
