Programmatic Unlocked: Industry Leaders Talk Transparency, Privacy

In a luxury loft-turned-speakeasy on September 13, media leaders from Citi, Tinuiti, Black Enterprise, and FreeWheel took the stage for a deep-dive panel on the future of programmatic. If you missed the event or just need a refresher on the learnings, check out a recap below.

Consumer insights set the stage

The future of programmatic not only relies on the ever-fluctuating state of our industry, but most importantly the consumer. A preconceived notion is that consumers are reluctant to watch video ads. But did you know that 84 percent of viewers said they would watch an ad on their favorite website to access desired video content? That finding and more can be found in Connatix’s new video trends report, which was presented prior to the panel. Connatix polled consumers to achieve a deeper understanding of their behavior as it relates to watching online video. This window into consumer behavior provided added context to the subsequent programmatic discussion.

The report provided insights touching multiple facets of video advertising – like 52 percent of consumers saying they’re more likely to watch a video ad if it’s about the same topic as previous content they consumed, making a strong case for the positive purchasing impact of contextual targeting. Learn more by reading the full report here.

Reexamining goals in today’s economic climate

As more companies are feeling the economic squeeze, the panelists addressed why maximizing placements with premium video is important, and what they’ve done in hopes of ensuring a more premium video placement. Given their variety in backgrounds, each panelist had a unique perspective on what premium video means to them – although all agreed that the current economic climate has caused the industry to try as many ways as possible to make every dollar count. 

For example, Black Enterprise’s Justin Barton focused on auto-play, which he said was crucial for companies like Black Enterprise to see a concrete impact. This year’s IAB changes that provided new guidelines for the definition of instream vs. outstream was a common thread, with Ella Toselli of Tinuiti also aligning her response with the instream vs. outstream conversation – saying that focusing on testing for performance is a good way for clients to know if they’re getting the most bang for their buck. From the agency perspective, Toselli also mentioned VCR as a premium characteristic for some clients.

Prioritizing transparency

A common request from a variety of players – big or small – around the industry is transparency. Transparency, some may say, not only can get the industry to be more sustainable but also boosts collaboration and efficiency. But what does that look like in practice? 

FreeWheel’s Matt Clark mentioned that the concept of “transparency” can become vague, with some not necessarily knowing what exactly it entails. He said that to make the transparency conversation a productive one, it’s more important to hone in on what is missing when it comes to transparency, as opposed to why everyone needs to have it. The panelists seemed to be in agreement that while transparency as a concept can be lost in translation, it’s still important in business. 

Another part of the transparency conversation was sustainability, which many in the industry are aiming to move closer toward. While the panelists weren’t necessarily definitive about exactly whose responsibility it falls on the most to encourage sustainability in media buying, Barton mentioned that he hoped brands and advertisers could look to publishers who are Ad Net Zero versus publishers who aren’t making the same effort. And while the panelists agreed that those efforts are worthwhile, a few made sure to point out that a full, collective industry effort is needed for true success.

Panelists agreed that it’s not just up to the brands themselves to be transparent, but it’s also important to bring in transparent partners to ensure a successful business model. All in all, transparency is still a main priority – and more cross-functional collaboration will only bring the industry closer to achieving it.

Cookie deprecation picks up steam

The long-awaited deprecation of the cookie seems to finally be in sight. The panel ended with a discussion about how the impending deprecation might affect privacy solutions, and what they expect the industry to embrace moving forward. 

“If it looks like a cookie, smells like a cookie, tastes like a cookie, it probably will be deprecated,” Barton said. “My hope is for niche publishers … to continue to go contextual. I think it’s just better.”

Harkening back to the insights shared from Connatix’s video trends report, panelists flipped the conversation back on consumers, who have privacy concerns but also want to see relevant and engaging content in their day-to-day. Consumers are smart and engaged in the video advertising value exchange – and the process that goes into giving them valued video experiences will continue to see challenges and wins in the months ahead. 

Check out more of the consumer insights that shaped the discussion in Consumers are Watching; Here’s How They Want Their Video Ads.