With respect to programmatic, the biggest issue agencies struggle with remains quality inventory, panelists agreed at OMMA Audience Buying, on Tuesday. The “assurance of quality of data” is by far the biggest unknown, said Jamie Rubin, SVP and Group Media Director at ad agency Campbell Ewald.
When attempting to gauge quality, there remains “an enormous amount of subjectivity” in the marketplace, Ewald added.
Moreover, many agencies still “struggle with opacity of media strategies,” according to Will Sandwick, Director of Analytics at The Barbarian Group. As a result, they’re “still making assumptions about what’s driving efficiency,” he said.