Fraud, Brand Safety, and Privacy Fears Push Media Buyers Away from Open Ad Exchanges: Trusted Media Brands Report

I couldn’t find a third item about outdoor. But programmatic buying is a driving that market so it’s relevant. This study from multi-channel publisher Trusted Media Brands predicts growth in private marketplaces and guaranteed programmatic, as open exchanges lose business due to fears about fraud, brand safety and data privacy. But ROI is still media buyers’ top concern so open exchanges won’t vanish as long as they deliver. Am I the only one who finds it ironic that marketers who struggle to measure ROI still prioritize it over more concrete considerations like fraud?