According to the latest ANA Study, nearly a quarter of programmatic ad spend is wasted. No one should be surprised - this is the current state of play. It's time to re-evaluate strategies and shift towards sustainable, non-intrusive models that provide value rather than fatigue audiences. Michael Cassidy and I are exploring alternatives at M3: The Future of Brand Commerce that thoughtfully reach consumers when consideration is highest rather than wasting budgets. If this resonates, let me know.
I'm excited to see what you're working on- I think the invasive and interrupting nature of ads seems like it's waning, especially as we start to think about what GenAI might offer in the future. I'll schedule some time to hear more in early Jan!
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Given the wide umbrella of what constitutes programmatic, this is only surprising because it’s so low a figure. Between naive KPI selection, poor platform/audience targeting, inefficient/non-optimized planning and activation pathways, and generally poor strategies, I’d expect the number to be closer to 50%.
Thanks for sharing
Thanks for sharing Greg!
Partnerships @ Nativo | Publisher Development | Ad Monetization | DSP Partnerships
10moCan't wait to see what you guys are able to put together in 2024. Such a need for this in the retail space. Really enjoyed the examples/thoughtstarters your shared in one of your last updates about retailers providing a true shopping experience and not just a pathway to "buy stuff." You're all about the experiences, even if they happen to cost a little more.