How marketers contact viewers has been transformed by programmatic ads. Using tools like Ad Exchanges, they streamline the process of purchasing ads and improve campaign performance across several platforms, including Google paid search and YouTube advertising.
The complexities and potential dangers of automation are well-known to any Digital Marketing Company in Dubai. Anyhow, as a business owner you must know that programmatic advertising poses risks that can subtly damage your ROI and reputation. It can damage your business in ways you haven’t thought about.
It’s time to learn how to strategically manage them with this blog post from Redberries, a top Digital Marketing Agency in Dubai.
Programmatic Advertising: What Is It?
Programmatic advertising lets you automate the buying and selling of the ad space while making efficient use of AI and real-time bidding. It is lightning quick, easy to scale, and laser-focused way of advertising. However, it has some cons that frequently arise due to infrequent human monitoring and dominance of AI.
The Biggest Dangers of Programmatic Ads
1. Bot Traffic And Ad Fraud
An issue worth a billion dollars is fraudulent impressions. Bots further waste advertising budget and resources by creating false impressions of humanized activity and unlimited ad clicks. This confuses the Google algorithms and causes future problems for the business.
The Fix: To ensure real involvement, use fraud detection tools and ask your web marketing provider for clear reports.
2. Protecting Your Brand from Misleading Ads
Programmatic advertising’s major con is not having control over the placement of your targeted adverts. If your ad is being run alongside a tragic news or a funny video, then the whole idea of advertising takes a nosedive. Not just that, but the brand’s credibility goes down the drain. The ad’s being shown with something insulting to begin with and that kills the whole purpose of investing so much in it.
The Fix: You should use brand safety filters at all costs. Try to keep track of whitelists and blacklists, and check your ad placements frequently.
3. Ad Exchanges’ Lack of Openness
Interconnected layers of programmatic platforms include ad exchanges, demand-side platforms (DSPs), and external data sources.
There is a lack of transparency in the movement of funds, the inventory you are purchasing, and the metrics used to evaluate performance because of this complexity.
4. Privacy and Compliance Issues
Yes, privacy and compliance issues rise up to the surface when the targeted data gets mishandled. This results in fines or legal complications for the business with the proliferation of data rules (GDPR, CCPA).
Programmatic advertisements mostly depend on user data; thus, it is imperative that any Digital Marketing Company in Dubai guarantee secure data storage, encryption, and consent.
The Fix: Collaborate exclusively with suppliers that meet national and international privacy requirements.
5. Unexpected Expenses and Low Return on Investment
Campaign expenses can balloon by as much as 50% due to all the hidden markups, various platform fees, and inefficient bidding. This is alarming because it affects the ROI of the business.
Simple Reminder:
1. Make sure to ask your ad partners for detailed cost breakdowns.
2. Skip the “opaque” bundles.
3. Coordinate bid strategy with objectives that may be quantified.
6. Lack of Consistency in Reporting and Agency Openness
Performance evaluation is made more challenging by the fact that metrics differ greatly across platforms. To make matters worse, some government entities conceal key information or provide imprecise findings.
An ethical Digital Marketing Agency in Dubai, like Redberries, will put an emphasis on simplicity rather than complication.
Conclusion
Don’t jeopardize your digital marketing strategy all because you want to benefit from programmatic advertising. Even if incorporating it is a must, be very frugal about it as it’s surely a modern way to market your product offerings. Just be wary of ad fraud, brand safety, and transparency issues as you don’t want to experience any of it! Hire Redberries and let them handle programmatic advertising in the best way possible for your business.