Co-published with programmatic agency Infectious Media, ISBA’s guide is supposed to promote greater awareness and understanding of programmatic advertising.
The trade body for advertisers said its members are concerned about ad fraud, viewability and brand mistrust.
It follows ISBA’s claim in April that current media agency contracts undermine trust with clients, with director of consultancy and best practice Debbie Morrison saying agencies did not have clients’ best interests at heart anymore.
Today’s ISBA Programmatic Guide is the second document published with programmatic agency Infectious Media and comprises three volumes: Why you need to find out about programmatic advertising; What you need to create a programmatic advertising strategy; and How to make your programmatic advertising plan a reality.
The guide includes case studies, such as Waitrose’s attempts to create incremental conversions from programmatic advertising and Shop Direct’s data-led strategy to drive new consumer acquisitions for Very.co.uk.
ISBA said programmatic is set to make up 70% of the digital display market this year, but many of its members are increasingly concerns that media agencies are not doing enough to educate advertisers on how programmatic advertising works.
Mark Finney, director of media and advertising at ISBA, said: "Many of our members have attended one or more of the five ISBA events we have devoted to the subject over the last three years, and there is still a strong appetite for more information and insight. Our members are concerned about the complex ecosystem and the many challenges (such as ad fraud, viewability, and brand safety) to delivering strong and measurable ROI.
"Members are also worried about their media agencies’ lack of transparency, agency trading desks acting as both agent and vendor and the whole issue of rebates. This problem is exacerbated by incomplete disclosure on the part of media agencies regarding their media management practices. If they made more effort to demystify their processes it might make advertisers less inclined to mistrust."
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