At Cannes, Publishers Attempt To Quell Marketers’ Open Programmatic Apostasy

The 2022 Cannes Lions International Festival of Creativity has come to a close, but the conversations and debates sparked during the event will continue to resonate throughout the advertising industry. One of the most pressing topics discussed at Cannes was the growing disillusionment among marketers with open programmatic advertising. Publishers, sensing an existential threat to their business model, are scrambling to address the concerns and prevent a full-blown apostasy.

The Rise of Open Programmatic Apostasy

Open programmatic advertising, which allows marketers to buy ad inventory across multiple platforms and exchanges, has been hailed as a revolutionary force in the industry. However, as the practice has become more widespread, marketers have begun to question its effectiveness. Concerns about transparency, brand safety, and ad fraud have led many to reevaluate their reliance on open programmatic.

At Cannes, marketers from major brands such as Procter & Gamble and Unilever expressed their frustration with the lack of transparency and control in open programmatic. They cited instances of ads being served on unsavory websites, alongside questionable content, and with little visibility into the supply chain. These concerns have led some marketers to explore alternative approaches, such as private marketplaces and direct deals with publishers.

Publishers’ Response: Addressing Concerns and Promising Change

Publishers, sensing the growing discontent among marketers, have launched a charm offensive to address the concerns and prevent a mass exodus from open programmatic. During Cannes, several major publishers, including The New York Times, Condé Nast, and Forbes, announced initiatives aimed at increasing transparency and improving the overall quality of their inventory.

These initiatives include the adoption of industry standards such as the Interactive Advertising Bureau’s (IAB) ads.txt and the Trustworthy Accountability Group’s (TAG) Certified Against Fraud program. Publishers are also investing in proprietary technology to improve ad quality and reduce fraud.

In addition, publishers are touting the benefits of private marketplaces and curated marketplaces, which offer marketers more control and transparency over their ad buys. These platforms allow marketers to access high-quality inventory, while also providing greater visibility into the supply chain.

A Call to Action: Collaboration and Education

While publishers’ efforts to address marketers’ concerns are a step in the right direction, more needs to be done to prevent open programmatic apostasy. Industry leaders are calling for greater collaboration and education to ensure that marketers understand the benefits and limitations of open programmatic.

“We need to work together to educate marketers about the importance of transparency and quality in programmatic advertising,” said a senior executive at a major publisher. “We also need to acknowledge the limitations of open programmatic and provide alternative solutions that meet marketers’ needs.”

The Future of Open Programmatic

The fate of open programmatic advertising hangs in the balance. While publishers’ efforts to address marketers’ concerns are a positive step, more needs to be done to restore trust and confidence in the practice. Marketers must also take a more active role in demanding greater transparency and quality from their programmatic partners.

As the industry moves forward, one thing is clear: the status quo is no longer acceptable. Open programmatic must evolve to meet the changing needs of marketers, or risk becoming a relic of the past. The conversations started at Cannes will continue to shape the future of advertising, and only time will tell if publishers and marketers can work together to create a more transparent, efficient, and effective programmatic ecosystem.