Programmatic Advertising Failed to Meet Expectations

It dead-ended with fraud and security threats

Give our readers an inside look at your brand's marketing approach by joining the Adweek Columnist Network. If you're a VP or above, submit your pitch.

Over the past five years, programmatic advertising has become one of the most common buzzwords in our industry. Reams of articles, white papers, industry conference panels, et. al., have been devoted to positioning programmatic as the savior of digital advertising. A few years back, it was even dubbed the “Word of the Year” in some editorial quarters.