Some of the biggest spenders on digital advertising decreased their programmatic ad placements in lockstep with increases in digital direct ad placement in 2018 as compared to 2017.
According to research from MediaRadar, one third of companies that spent at least $1m on a mix of direct and programmatic placements in 2017 and 2018 cut their programmatic spend year over year (YOY), while simultaneously increasing their direct digital ad spend.
MediaRadar chief executive and cofounder Todd Krizelman notes that this shift represents an increase in brand-safe behavior. “Programmatic has been a bit of a brand safety risk for a number of advertisers,” Krizelman said in a release about the research. “In 2018, we saw some big spenders cut programmatic ad investments and ramp up direct dramatically. This, ultimately, gave advertisers greater control and transparency over where their ads were placed.”