Case study: how Mumbrella hosted a half-day event to tackle programmatic’s misconceptions
Automated advertising was initially billed as a marketing revolution but it’s now mired in controversy. In 2017, a new media agency specialising in the practise contacted Mumbrella to help them educate Melbourne marketers on its benefits, and tackle candidly the stories they had read in the world’s media
Programmatic Media (PM) is a new agency dedicated to helping businesses buy and utilise automated advertising.
The concept of programmatic is that, rather than buy specific banners or slots, marketers instead bid in an auction to display their adverts to a specific demographic of customer across a number of different websites. Essentially, they buy viewers rather than so-called inventory.
However, in the last year, marketers have become sceptical of this new technology because of fears over its transparency. For instance, there have been reports of prestigious brands’ ads appearing on unscrupulous website and fears that its targeting isn’t as accurate as claimed.
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