Poll results on buyers’ programmatic concerns actually good news for publishers

Poll results on buyers’ programmatic concerns actually good news for publishers

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Poll results recently released in this eMarketer article didn’t tell us much we didn’t already know — fraud, brand safety and viewable impressions are important to ad buyers and sellers.

What’s interesting is, speaking in terms of programmatic buying/selling, where those issues stand in terms of importance. For the buy side (agencies and marketers) having their message run on brand-safe environments was far more important than viewable inventory and a lack of non-human traffic.

poll-results

What does that mean for publishers? It’s actually quite good news.

Publishers should spend their time focusing on providing a content environment that brands are attracted to. Primarily, that means original and high-quality content. When it comes to viewable impressions and non-human traffic, the key is working with advertising partners you trust and who will work with you to make sure your traffic is up to snuff and you can maximize your viewability.

READ MORE: Fraud, Brand Safety Take Center Stage Among Ad Buyers (eMarketer)