• AdNews, Tuesday, May 23, 2017 8:50 AM

Nick Hawley, head of screen strategy and innovation for Amnet ANZ, argues that programmatic isn't entirely to blame for the problems advertisers are having with brand safety. "Programmatic is merely the activation mechanism; monetising someone else’s unsavoury content that has landed on an open source platform is a different problem entirely. Programmatic at its core is leveraging data and machine learning to efficiently buy media in an automated fashion. That said, programmatic is only as strong as its weakest link. In this case it is the platforms not taking responsibility for having robust procedures that mitigate risk," Hawley writes in AdNews. Further, "It is not easy to ensure programmatic technology is being properly used to derive value for advertisers, as the value changes on a campaign by campaign basis."

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