Transparency and Data Branding in the Age of Programmatic

At Programmatic Buying Chicago, Comscore chairman and co-founder Gian Fulgoni presented "Transparency and Data: Branding in the Age of Programmatic Buying" to discuss the latest implications of branded advertising in the face of an increasingly programmatic universe.

Key takeaways from the presentation include:

• Programmatic buying offers advertisers and publishers compelling cost efficiencies coupled with branding impact of digital ads
• In programmatic audience buying, the following potential problem areas need to be addressed:
  • Brand Safety
  • Fraud
  • Viewability
  • Targeting Accuracy
• In-flight optimization of programmatic media plans dramatically increases ROI