We all instinctively know that not all digital is equal, that there will be a difference in effect depending on where an ad appears. Yet with programmatic buying, digital is often treated as one amorphous mass, with little or no effort made to separate it out into its component parts, particularly when it comes to display.
Not all digital display is the same, even though it’s often thought of and bought as though it is. Programmatic bidding models strip out the context, leading to lower returns and potentially damaging issues around brand health.
While there is now a greater awareness – and consequently action taken – to prevent brands appearing in unsafe environments online, the buying process often doesn’t address the positive benefits of appearing in quality environments online.
These three studies demonstrate that a quality online environment has a positive effect on how people feel about and respond to the advertising they see - driving greater effectiveness for advertisers as a result.