Programmatic buying is focused on making ad placement more efficient and more effective. The end goal is to use the data available to reach consumers with relevant ads. Unruly, a video ad tech company, is working to create more relevant campaigns using emotional targeting.
In September, YouTube embraced a more transparent de-monetization system. Though the policy has been in place since 2012, content creators only began receiving de-monetization notifications this year. Cue vlogger panic.
According to a report released by the Interactive Advertising Bureau (IAB) in December 2015, ad fraud now costs U.S. digital marketing, advertising, and media industry $8.2 billion a year. To put that into perspective, that's roughly equivalent to the GDP of the Bahamas.