How Brands Can Stay Safe and Get Programmatic Right

In the world of digital advertising, programmatic approaches have emerged as a boon that has revolutionized the ad buying and selling process. 

Why is Programmatic so popular across the globe? For a start, it leverages automation to boost the power of online advertising. Automated demand-side and supply-side platforms make it easier for stakeholders to trade ad impressions at the best price.

That said, as more online advertisers and publishers invest in this form of advertising, they face a growing number of challenges that can damage their brand reputation. In this blog, let’s discuss how brands can stay safe with online advertising and overcome the challenges.

4 Challenges in Programmatic Advertising

Here are 4 challenges that advertisers face with programmatic advertising:

  1. Managing their ads inventory.
  2. For successful advertising, advertisers must manage a high-quality ad inventory from which to choose the right ad to display to viewers. There’s no shortage of advertisements that can go into the inventory. The issue is not just the quantity but also the “quality” of ads. 

    Without high-quality and suitable ads, most users will not click and interact with the advertised brand. On the other hand, low-quality ads increase the ad loading time, thus building the viewer’s frustration levels. The key to resolving this challenge is to maintain a pipeline of high-quality and relevant advertisements in the inventory.

  3. Avoiding any objectionable content.
  4. In the digital age, more marketers are concerned about brand safety. Negative or controversial ad content or placement can seriously damage any brands reputation. This can also adversely impact the ad conversion rate. 67% of consumers are more likely to stop using a brand or product if their digital ads are objectionable, misleading, or simply false. There is also a risk of being found guilty by association if the ad appears on a channel or in proximity to objectionable or insensitive content.

    Among the recent examples, at the height of the COVID-19 pandemic, many brands were trolled online for spreading misinformation or generating bias through their online ads. The only solution is for advertisers to partner with programmatic platforms that can ensure brand safety and reputation.

  5. Ad fraud
  6. Ad fraud is another challenge in programmatic advertising. According to 2023 statistics, ad fraud causes the loss of 22% of online ad spending. This amounts to a staggering figure of $84 billion. Ad frauds happen when automated bots (instead of humans) click or view online ads. This means a sizeable chunk of programmatic ads do not produce any positive benefits for the advertised brands.

    Moreover, with programmatic ads, the business focus has now shifted from conversion metrics to ad impressions. This is easier for fraudsters to exploit, as more digital ad platforms are not equipped to detect fraudulent impressions.

  7. Lack of knowledge
  8. As the name suggests, programmatic ads use a variety of digital technologies and platforms. 50% of users of programmatic advertising do not completely understand the underlying technology. Besides the technology, the programmatic ad industry keeps introducing new terminologies like demand-side platform (DSP), supply-side platform (SSP), and real-time bidding (RTB).

    Without this knowledge, most advertisers find it challenging to identify the right platform and technology that can benefit them the most. The only plausible solution is to find a user-friendly tool or platform, which can simplify and accelerate learning and understanding.

The Best Platforms in Programmatic Advertising

Here are 4 programmatic advertising platforms that can help advertisers overcome these challenges:

  1. Aroscop
  2. Powered by data science, Aroscop is a “futuristic” platform for programmatic advertising. This demand-side platform (DSP) leverages AI and machine learning to automate its workflow, perform smart bidding, and optimize the ad content. Overall, this platform has improved ROI on ad campaigns in the quickest and easiest way.

    Here are some of Aroscop’s capabilities to address challenges in programmatic ads:

    • Easy access to premium ad inventories and relevant domains.
    • Provides a single unified view of customers and integrates data silos for better understanding.
    • Leverages Blockchain technology to prevent ad fraud.
  3. Google Ad Manager
  4. Google Ad Manager is a programmatic ad platform that publishers use to increase their ad traffic and revenues. This platform has built-in features like automatic ad optimization and dynamic allocation. It also supports a variety of ad inventories on websites, mobile apps, and online games.

    Here are some of the Google capabilities to address challenges in programmatic ads:

    • Reaching specific audiences based on age, demographics, and location.
    • Advanced page screening to eliminate faulty ad inventories.
    • Advanced filtering to detect ad frauds.
  5. Adobe Advertising Cloud
  6. Backed by Adobe, this cloud platform is among the best tools for programmatic advertising. It can ensure maximum ROI with its people-focused advertising and inventory management.

    Here are some of the capabilities of Adobe Advertising to address challenges in programmatic ads:

    • Optimized ad campaigns for brand success
    • Leverages AI technology to predict ad spending and optimize opportunities.
  7. Trade Desk
  8. Among the best demand-side platforms, Trade Desks is designed to improve audience targeting and omnichannel ad campaigns. The platform also maintains the quality of its ad inventory and provides relevant metrics for marketers to gauge the success of their ad campaigns.

    Here are some of Trade Desk’s capabilities to address challenges in programmatic ads:

    • In-built brand safety measures like fraud detection and keyword blocking.
    • Real-time programmatic automation for access to real-time bidding and private marketplaces.


Programmatic advertising offers a host of benefits to both digital advertisers and publishers. However, this digital technology also faces many challenges that can destroy any brand’s reputation.

With our specialization in digital ad technologies, Aroscop ensures that your online ads are delivered to the right audience and with optimum quality. Powered by AI and machine learning, our programmatic ad platform can help advertisers succeed in a competitive marketplace.
If you want to know more about our platform, feel free to contact us now.