Maintaining Brand Integrity While Using Programmatic

Maintaining Brand Integrity While Using Programmatic

By: Cortland J. Fondon

Here’s what Howard Schultz said about durable brands in Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time: “Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.”

Yes, advertising dollars can help you grow and sustain your brand image, but the best slogans, logos, and ditties won’t outweigh the risk of losing your potential customer’s trust by getting your message featured on an Internet bad neighborhood.

If your potential customer saw your brand on a website that just dropped a virus on his computer, he’s not likely to remember you fondly. You know that what other people say about your brand and who says it is just as important as what you say.

Quality Assurance

When you buy inventory, you have to trust sellers to deliver the promised inventory from the quality source that you would hope to see your brand message promoted on. How do you know which sellers you can trust? IAB Quality Assurance Certificates are verified by an independent verification service, and they benefit both sellers and buyers in the same way an appraiser might benefit buyers and sellers of homes.

The seller establishes credibility, and the buyer knows exactly what to expect out of an advertising purchase. When dealing with certified sellers, you know that any type of illegal content is strictly prohibited. Any complaints get a hearing, and the seller risks losing certification. You can learn more at

According to IAB, companies that have established themselves as leaders when it comes to advertising integrity and brand integrity have already gotten certified or are in the process of getting certified. These include Google’s DoubleClick, Microsoft, Yahoo!, and Cox. Increasing support of verification systems should increase any advertiser’s faith in the systems that they use. These globally recognized brands do not want to risk the reputation of their own companies by losing their certification, so they have a strong motivation to comply.

Support Trusted Advertisers

When using Programmatic, your support of verified advertisers can help you feel more secure that your advertising dollars will help keep your brand intact for many years in the future. In addition, you are also indirectly helping the industry enhance its own brand integrity. You won’t save any money if you invest in poor advertising decisions.


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