Pour one out for the programmatic marketers. They’re having a tough go of it, and not just because of the third-party cookie’s on-again, off-again deprecation.
There are the inventory quality issues raised by the recent controversies surrounding made-for-advertising sites, Forbes and Colossus. There’s the brewing measurement mess as third-party cookies eventually go away. And of course, there’s AI, which actually may be among programmatic marketers’ greatest potential allies in dealing with some of the other challenges — though AI poses its own predicaments.
At the Digiday Programmatic Marketing Summit last week in Palm Springs, California, agency executives participated in closed-door town hall discussions, in which they were granted anonymity for their candor. And they were quite candid about the challenges they are having to confront. Here’s a sample of what was said.
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