Gartner for Marketers Research

Insight Report July 18, 2018

Insurance U.S.: Programmatic Advertising

Programmatic advertising first emerged as an attractive alternative to brands looking to maximize digital spend through innovative technology. However, as the market matured and fraudulent agents appeared, risk-averse insurance brands began to question the efficacy of programmatic ads. The risk of appearing next to inflammatory content is often too great, and brands have attempted to gain more control over the system in the fight for brand name safety.

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