The Hidden Costs of Low-Quality Media

Programmatic advertising is bigger than ever. AI’s transforming media buying. Ad fraud continues to grow. And now, MFA (made for advertising) sites have emerged as top contenders for ad dollars. Clearly, there are a few reasons to be concerned about media quality.

In today's episode, Elena, Angela, and Rob are addressing the impact of AI on digital advertising, the rise of made-for-advertising (MFA) inventory, the costs and benefits of offline vs online media, and how much brand safety really matters.

Topics covered:

• [01:00]Global ad spend will double its growth this year, thanks to AI
• [02:30]What are MFA sites?
• [04:00]Balancing cost and quality in media buys
• [08:00]Why low-quality inventory isn’t cost-effective
• [10:30]How offline channels differ from digital
• [14:30]How to judge media quality
• [15:30]AI’s impact on digital advertising

To learn more, visit marketingarchitects.com/podcast


Resources:
2023ANA Report: https://www.ana.net/miccontent/show/id/rr-2023-12-ana-programmatic-media-supply-chain-transparency-study
/>2024WARC Article: https://www.warc.com/newsandopinion/opinion/why-media-quality-will-take-centre-stage-in-2024/en-gb/6531
/>

Get more research-backed marketing strategies by subscribing to The Marketing Architects on Apple Podcasts, Spotify, or wherever you listen to podcasts.