By Emily Roberts, Head of Digital, Responsible Marketing Advisory
Marketers can’t solely rely on technology to get programmatic right.
Too many people think that once their ad buying system is set up, programmatic will sort it. Inclusion
list – done, exclusion list – completed, KPIs – set and ready to go. What could possibly go wrong?
But here’s the truth: programmatic can’t be left to run on autopilot. With so many moving parts, relying
on inherently biased algorithms to manage your marketing budget without ongoing oversight can result
in costly errors. Technology only does what it’s been instructed to do. And when those instructions
aren’t monitored and optimised, the results can be disastrous.
The reality is that technology only executes the instructions it’s given. Throughout my career auditing
digital media for major brands, I’ve witnessed firsthand how simple mistakes—often caused by a
combination of human oversight and platform misconfiguration—can lead to significant financial
losses.
Some common errors I encounter include:
- Programmatic exclusion lists are often mistakenly used as inclusion lists, resulting in ads
appearing alongside inappropriate content that brands aim to avoid. - Wasted budgets in irrelevant markets – Ads running in regions where the brand has no
presence. - Inclusion lists often contain hundreds of websites that are not brand-safe or suitable,
even though, in reality, only about 500 can be effectively managed. - Campaign KPIs are frequently adjusted between the planning phase, mid-campaign, and
post-campaign, leading to inconsistencies in performance measurement and evaluation.
These errors, though avoidable, are surprisingly common. Even the most established brands, who
believe they have everything “under control,” often discover such mistakes when their media is
reviewed.
According to the Association of National Advertisers (ANA), these errors and inefficiencies
can consume up to 25% of digital advertising budgets.
Why governance can’t be ignored
CMOs and marketers are stretched thin, juggling multiple priorities and often struggling to monitor the complexity of programmatic campaigns. This was highlighted at the Programmatic Pioneers
conference, where 53% of attendees identified complexity as their biggest challenge. The reality is that
even the most sophisticated brands can fall prey to programmatic pitfalls.
Regular governance checks provide a safeguard. They ensure that processes remain aligned,
performance is optimised, and risks are mitigated. Without these checks, errors can go unnoticed,
accumulating over time and leading to inefficiencies that affect the bottom line.
There are three simple steps that every brand can take to address these issues:
- Analyse data and processes – Identify where errors lie and diagnose inefficiencies.
- Highlight opportunities for improvement – Provide actionable insights to enhance
performance and reduce wastage. - Apply best practices consistently – Ensure that lessons learned are applied across future
campaigns.
In the world of digital advertising, “job done” is never really done. Programmatic campaigns require
continuous oversight to ensure they are performing optimally. Regular governance checks uncover
brand errors, enhance efficiencies, and ensure compliance with best practices.
By taking a proactive approach to governance and auditing, brands can protect their ad spend,
maximise campaign efficiency, and ensure that their digital investments deliver the intended impact.
The bottom line: Don’t let your programmatic marketing run on autopilot. Regular checks and audits
aren’t just an option—they’re a necessity to safeguard your brand and budget.
