Programmatic often over promises, but patience is the key to success, say BBC advertising boss

Brands need patience to get the most from a programmatic advertising industry that often over promises and seems to be in perpetual testing mode, BBC Global News’ head of programmatic trading, Dave Goddard, has said.

Speaking ahead of his appearance at Mumbrella360 next week, Goddard described the past year as being one of the most challenging for the programmatic industry following concerns about fraud and brand safety which saw major advertisers either cut or suspend spending altogether.

Goddard sees programmatic as “a more intelligent way of executing digital”