Managing to Quality Attention and Outcome Through Programmatic Technology

Abstract

With most online media, the compounding effects of low attention quality have enormous impact on advertising ROI. Contributors to low attention quality often include “opportunity to see” the ad; video completion rates; out-of-geography impressions; ad load success; over frequency of impressions served; non-human traffic; and target accuracy. Further, attention quality is, in most cases, measurable, and, in most cases, manageable. These factors create a case for managing to attention quality; the benefits are clear, immediate, significant and certain. Programmatic technology allows advertisers to better solve these fundamental questions in media and communications. We suggest a shift away from pure focus on CPM and stronger leverage of optimization through programmatic technology. Yet – technology cost need to be monitored closely with reaching up to 50 % transaction value today and Google and Facebook aiming to dominate this field.