Why advertisers don't trust programmatic advertising?

1, 4 simple points to help publishers become platform publishers.

Have proprietary data: The core of the platform is to have a unique view of the data needed by marketers and other advertisers.

Proprietary technology: You must have unique tools, such as data streaming or native advertising insertion ability, to enhance the consumer experience and realize monetization.

There are executable channels: the platform publisher must have the technology to provide data, analyze these data at the same time, and transmit them to the connected DSP platform.

2. Facebook will "repair" information flow advertisements and no longer emphasize commercial content.

Earlier this month, Facebook CEO mark zuckerberg said that his goal of 20 18 was to "fix" the product. The two main goals are: increasing user participation and preventing false news. To this end, Facebook will give priority to the content of friends and family, and reduce the weight of brands, enterprises and media publishers (so-called "public content").

3. Why don't advertisers trust programmatic advertising?

According to the research report of Truth, a joint media agent of B2B market research company in London, nearly half of the respondents said that the lack of consistent measurement standards is one of their concerns about programmatic advertising, and the lack of institutional transparency and third-party visibility has become the three issues that advertisers are most concerned about.

The advantages of programmatic advertising in accuracy (mainly in positioning and optimizing advertising series) and reducing costs have also been affirmed by respondents. EMarketer predicts that by 20 19, 83.6% of American digital advertising revenue will be traded through programmatic advertising.

4. Alternative advertising strategy: AB test of landing page.

What do you do when your best advertising idea doesn't produce good enough effect? Jacob, CEO of DisruptiveAdvertising, gave his suggestion: conduct AB test through the landing page, and the method is as follows:

Determine a top landing page (even a website page), then make several advertisements that match the landing page information, and then split the test on the selected advertising platform to see which advertisement can produce the best conversion rate.

In this case, we assume that the conversion rate of the landing page is directly affected by the type and quality of the traffic sent to it. Therefore, if advertisements bring better traffic to our target web pages, the conversion rate will naturally increase. This method is especially suitable for the stage where there are a lot of transformation data, and you want to verify the new advertising creativity based on these data.