Criticism of Programmatic Advertising Practices
Criticism of Programmatic Advertising Practices

Summary/Abstract: The internet, one of today's indispensable tools, has changed human life and communication styles, the habits of the media where advertisements are published, purchasing attitudes and behaviors, advertising activities and forms. Through the Internet, traditional forms of advertising have been replaced by interactive, online advertisements. Advertisements on digital platforms are now realized in the online web environment, with headlines, texts, visuals, graphics and designs with effects applied, by providing information and interacting with users in every area they visit or click. Through digital advertisements, manufacturers/brands have been positioned closer to the consumer than in the past and at the same time have the opportunity to make advertisements that meet their needs. With digital advertisements, it is possible to analyze where and how many visitors come to websites created for brands and the activity status on the site. Digital channels have completely changed the reporting habits of the advertising industry by solving the measurement problem that cannot be done in detail anymore and providing the opportunity for real-time, detailed and precise measurement. All these developments and opportunities will contribute to the formation of online advertising and the increase and rapid development of online advertising applications in the digital environment where everything changes very quickly. The fact that your target audience already has the product you will advertise brings with it the possibility that the cost spent on advertising will be wasted. On the other hand, if your target audience does not use the internet, it prevents the feasibility of advertising by being excluded from the medium. In addition, the use of adblocker type applications, which are ad-blocking applications, can seriously reduce the possibility of advertising by preventing access to the target audience. Another negative aspect of digital advertising is that it requires technical and knowledgeable personnel in digital matters compared to traditional advertisements.

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