A recent survey from QueryClick found that many brands throughout the UK are still very concerned about issues related to brand safety and ad fraud, and this is leading many of them to cut back on their programmatic ad buying. In the survey, 80% expressed some level of worry that their ads may be displayed next to some type of extremist content, including terrorist related posts.
22% of the companies said that they were planning on reducing their overall spending on programmatic advertising because of these types of concerns. 41% also said that they have lost trust in this particular buying method due to the extensive fraud.
Not surprisingly, only 40% of those surveyed said that they thought their digital ads were all seen by real people, and just 7% believed that at least 80% of their ads were seen by real people.
This continues the trend of more and more companies losing trust in the programmatic industry. It really kicked off last year with P&G, but has continued to expand throughout the industry.
The full survey can be viewed HERE.