33Across Blog | Programmatic News & Trends

What was the buzz around the office last week? Brands doing more of their own programmatic, good news about Better Ads, and balancing short-term and long-term for publishers.  

1. Brands taking control of programmatic  

Brands are taking their programmatic efforts in-house. A recent survey by the ANA revealed that 25% of brands are choosing to do more programmatic buying. Prompted by worries of fraud and brand safety, some brands are taking complete control of where their ads show up. Data also plays a major part, brands want to see their customer data used more dynamically. Instead of going completely in-house, The Drum recommends that marketers seek a collaborative hybrid arrangement with agencies.

We’re sure you’ve heard the news. Starting Thursday, February 15, Google will begin to block ads deemed intrusive by the Better Ads Coalition (CBA). After surveying over 25,000 Internet users, the CBA determined that some ad types including auto-play videos and takeovers fell below the threshold of consumer acceptability. This extensive research resulted in the Better Ads Standards.

Google announced that as of February 15th, 2018, Chrome will stop showing ads that don’t meet certain standards for quality.  Bad news if you’re using ads that deliver subpar experiences. Good news if you’re using 33Across since our ads are compliant with the Better Ads Standards.