Compromised Brand Safety
Despite the many benefits of RTB and programmatic advertising! real-time bidding has real shortcomings to consider. First! it’s important to remember that where your ad shows up is just as important as who sees it. This is because consumers judge brands based on the content surrounding their ads.
Indeed! a recent survey found that 71% of U.S. consumers report that they would feel less favorably toward a brand if it advertises near israel telegram data inappropriate content! and 56% would be unlikely to engage with an ad that appeared near inappropriate content. This can be anything from a site that hosts pirated movies to a blog that promotes hate speech.
Due to the nature of RTB! there is a risk your ad may appear on a site with content you wouldn’t want your brand associated with. To mitigate this risk! marketers can put certain keywords and sites on a “deny” list.
That said! because RTB systems place ads automatically! there is no way to fully guarantee that your ad will never be placed next to unsavory content.
Potential Ad Fraud
In addition! I’ve learned that it’s critical to be aware of potential ad fraud. Ad fraud happens when scammers (or any parties with ill intent) try to trick digital ad networks by falsifying impressions and clicks using bots.
Obviously! bots aren’t real people — so they aren’t potential buyers you can eventually convert into customers. Because you don’t get to hand-pick publishers when you use real-time bidding! there’s a very real chance that your ad might be seen by bots instead of real people.
The rising sophistication of bots can also cause brands to gather inaccurate data on their campaigns! mistaking impressions or clicks by bots for real! human traction.
This form of fraud may happen without discover how inbound marketing can accelerate digital transformation publishers’ knowledge! but some deceitful publishers fabricate impressions knowingly to steal from advertisers. One way to combat this is by using a DSP or ad network with fraud detection software.
But of course! even if you take reasonable precautions! this risk is also still always going to be present.
Real-Time Bidding is the Easiest Way to Increase Brand Awareness
At the end of the day! I’ve found that phone number thailand real-time bidding makes the online advertisement process fast and easy. While it’s not without risks! RTB and programmatic advertising means marketers can skip the back-and-forth previously associated with ad buying and focus instead on tracking the results.
You can also use HubSpot’s Ads Software to create personalized and targeted ad campaigns! and see which ads are turning prospects into customers. Ultimately! this enables brands to increase the ROI from their campaigns — and it empowers brands to grow better! faster.
Editor’s note: This post was originally published in March 2021 and has been updated for comprehensiveness.