At IAB Programmatic Symposium, digital advertising looks to grow up

“Like Tom Hanks [in the movie ‘Big,’], we have to grow up.”

That’s how Michael Barrett, president and CEO of ad tech firm Rubicon Project, described the central task of digital advertising in his keynote address last week at the Interactive Advertising Bureau’s (IAB) Programmatic Symposium in New York City.

About 80 percent of all online advertising is now programmatic, a status that would be cause for celebration of technological progress in any other industry.

But, as Barrett and other speakers pointed out, any other industry wouldn’t have brands wondering how much they are actually paying for their ads, if their ads are seen by humans, or whether their ads were actually delivered to the right places.

After a decade of growth, the consensus at the symposium is that programmatic ads need to start acting like adults and taking responsibility for their behavior.

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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