• ClickZ, Monday, September 8, 2014 4:24 PM

ClickZ has posted an article written by Adam Epstein, president and COO at adMarketplace, which notes that programmatic is “awesome” because it’s now needed but “scary” because of fraud and misinformation.

“Nefarious activity is a real issue with programmatic, and this should surprise no one, as it follows a familiar pattern with new advertising technologies. Programmatic is new and evolving quickly. Whenever a new advertising technology comes along, the industry needs time to develop best practices,” the post reads.

“In the meantime, opportunists take advantage of the initial chaos. Right now, programmatic exchanges are the Wild West. Pioneers are innovating and the charlatans and bandits are, too. Some brands inevitably get burned. And then someone gives a high-profile speech trumpeting the parade of horribles. We've seen this movie before.”

Epstein contends, however, that while “the fear and uncertainty surrounding programmatic is not unfounded … it won’t last.” He predicts that programmatic’s “bad actors” have six months left before the “industry know-how overtakes the fraudsters.”

Read the whole story at ClickZ »