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Explore strategic insights from Kevin Amos, Brunner Partner, Chief Media and Data Officer.

Perspectives from Kevin Amos | Brunner

Partner, Chief Media and Data Officer

Kevin Amos

Gain valuable viewpoints and expert advice from Dan Kuzio, Associate Director of Programmatic, paid social and OTT.

Perspectives from Dan Kuzio | Brunner

Associate Director, Programmatic, Paid Social and OTT

Dan Kuzio

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<h2><strong>Ensure Access to Performance Data</strong></h2><p>The ANA report highlights that advertisers often don’t demand specific data rights in their buying contracts. That’s not the case for Brunner clients. We scrutinize every contract to ensure we get the data we need to measure results and evaluate how well a programmatic buy is working.&nbsp;&nbsp;</p><p>Reviewing performance allows us to adjust, adapt, and maximize the impact of our clients’ ad budgets, so we’re delivering the best value for every dollar spent.&nbsp;</p><h2><strong>Follow Strict Processes to Combat Waste and Fraud</strong></h2><p>With those strong relationships in place, we leverage our team’s expertise and Brunner’s technology resources to pre-screen potential inventory. We work proactively to eliminate fraudulent sources. We do the following as ongoing practices and processes:&nbsp;</p><ul><li>Scrutinize and manage inventory from each supply-side platform (SSP).&nbsp;</li><li>Conduct weekly app reviews to block poor-quality, likely fraudulent, and brand-unsafe apps worldwide.&nbsp;</li><li>Review of top spending domains monthly to refine our domain and seller exclusion lists.&nbsp;</li><li>Work closely with publishers to ensure inventory is accessed through preferred suppliers.&nbsp;</li><li>Update our sophisticated invalid traffic filter (SIVT) continuously in real-time as new bots emerge.&nbsp;</li><li>Analyze post-impression activity to update user/IP exclusion lists based on click-through rates (CTR).&nbsp;</li><li>Update our seller/publisher-level exclusion lists continuously based on the incidence of both bot/SIVT and site fraud.&nbsp;</li><li>Use malware scanning to ensure creatives meet industry quality standards.&nbsp;</li></ul><h2><strong>Ready to Chat about Combatting Waste in Programmatic Buying?</strong></h2><p>Programmatic ad buying offers significant benefits and efficiencies. We take our responsibility to combat waste and fraud very seriously, and make sure our campaigns drive business impact for each Brunner client. If you’re interested in discussing programmatic buying and our approach to safe and responsible programmatic campaigns, please get in touch. We’re happy to chat.&nbsp;</p>

<p>Earlier this year, an <a href="https://www.ana.net/" rel="noopener noreferrer" target="_blank">Association of National Advertisers</a> report set the digital marketing industry abuzz with a finding that billions of dollars are wasted in programmatic ad buying.&nbsp;&nbsp;</p><p>Globally, advertisers spend about $88 billion per year on programmatic ad buys. The <a href="https://www.ana.net/miccontent/show/id/rr-2023-06-ana-programmatic-transparency-first-look" rel="noopener noreferrer" target="_blank">ANA study</a> found that of the total, about $13 billion — and possibly as much as $20 billion — is wasted on poor ad placements, including “made for advertising” websites (MFAs).&nbsp;</p><p>Those kinds of numbers got plenty of media coverage (<a href="https://www.mediapost.com/publications/article/386433/ana-finds-as-much-as-20b-wasted-on-programmatic-a.html" rel="noopener noreferrer" target="_blank">Media Post</a>, <a href="https://adage.com/article/special-report-cannes-lions/advertisers-waste-23-programmatic-ad-dollars-ana-study-finds/2500276#:~:text=The%20report%20found%20that%2023,ad%20placements%20on%20bad%20websites." rel="noopener noreferrer" target="_blank">AdAge</a>, <a href="https://www.wsj.com/articles/marketer-trade-group-report-shows-ad-spending-rife-with-waste-4a1498d4" rel="noopener noreferrer" target="_blank">The Wall Street Journal</a>). And those findings understandably raised big concerns with advertisers.&nbsp;</p><p>At Brunner, the ANA’s report prompted us to revisit our practices and double down on our strict processes to ensure every dollar of each client’s media budget is getting the best possible return.&nbsp;&nbsp;</p><p>By finding ways to actively combat waste and fraud in the platforms we manage for our clients, we can get <a href="https://www.brunnerworks.com/perspectives/programmatic-buying-the-high-tech-data-driven-way-to-manage-ad-buys-in-real-time-and-drive-business-results" rel="noopener noreferrer" target="_blank">the great benefits of programmatic buying</a> — increased transparency, control, flexibility, and scalability — while managing those spends safely and responsibly.&nbsp;</p><p>Here’s how we do it.&nbsp;</p><h2><strong>Build Strong Partnerships with Responsible Marketers&nbsp;</strong></h2><p>To be sure, there is a varying level of waste any time advertisers buy ads programmatically, or even directly. The level of risk can be different depending on your industry and go-to-market strategy.</p><p>For the Brunner team, building strong relationships is key on both the selling and buying sides of programmatic advertising.</p>

Concerned about wasted budget in programmatic ad buying? Discover how Brunner combats waste and fraud to optimize your ad spend and maximize campaign effectiveness.

How We Combat Waste and Fraud in Programmatic Ad Buying

Worried about Wasted Budget in Programmatic Ad Buying? Here’s How We Combat Waste and Fraud

Worried about Wasted Budget in Programmatic Ad Buying? Here’s How We Combat Waste and Fraud

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