Abstract
To make Programmatic Advertising platforms useful for branding campaigns, several additional requirements have to be fulfilled. The core requirements are the delivery of advertisements by target group and ad exposure as well as according to specific branding KPIs within a specific inventory selection, taking into account not only the importance of a brand safe context, but also that Premium Brands (with impactful ad sizes) are scoring high on viewability, today’s Programmatic Advertising systems only support these requirements to a certain extent and need to be upgraded accordingly. Furthermore, a special data strategy is needed which has to be aligned to the specific goals of branding campaigns. Additional measures must be put in place to ensure that an adequate level of data protection is preserved when using Programmatic Advertising technology.
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