Navigating the programmatic turn in content distribution

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As programmatic becomes a viable means of distributing branded content, columnist Chuck Moran discusses the risks involving brand safety, viewability and verification and how brands can prepare.

Please visit Marketing Land for the full article.

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Content is now a permanent fixture of the digital enterprise. Whether in-house or through third-party studios, whether as a C-level function or as the job of interns, brands are making content as a matter of course and distributing it to varying degrees of success.

In today’s fragmented media environment, the adage “content is king” has never been more true or relevant to marketing strategies.

The prospect of activating programmatic channels to amplify branded content distribution calls forth the many pros and cons that have already been explored thoroughly in the context of programmatic display. Concerns include quality, brand safety, viewability and verification in an arguably even higher-stakes environment.

As with programmatic itself, success comes not only from the new technology, but from an approach that understands both the immediate benefits of massive reach and the potential negative consequences of using that tech.

[Read the full article on MarTech Today.]

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Chuck Moran is responsible for leading RhythmOne’s creative products team to find unique opportunities in a dynamic, digital marketplace. With over 20 years of digital marketing experience, Chuck has developed a broad understanding of the connected consumer and how brands can engage them through technology-driven, creative solutions and programmatic buying.



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