Navigating the programmatic turn in content distribution
As programmatic becomes a viable means of distributing branded content, columnist Chuck Moran discusses the risks involving brand safety, viewability and verification and how brands can prepare.
Content is now a permanent fixture of the digital enterprise. Whether in-house or through third-party studios, whether as a C-level function or as the job of interns, brands are making content as a matter of course and distributing it to varying degrees of success.
In today’s fragmented media environment, the adage “content is king” has never been more true or relevant to marketing strategies.
The prospect of activating programmatic channels to amplify branded content distribution calls forth the many pros and cons that have already been explored thoroughly in the context of programmatic display. Concerns include quality, brand safety, viewability and verification in an arguably even higher-stakes environment.
As with programmatic itself, success comes not only from the new technology, but from an approach that understands both the immediate benefits of massive reach and the potential negative consequences of using that tech.
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