South Africa, June 29 -- Without the right monitoring and placement controls in place, some ads may be served below the fold, skipped in seconds or exposed to low-quality traffic rather than attentive audiences.

While programmatic advertising remains one of the most powerful ways for brands to reach audiences at scale, campaign success can sometimes appear easier to prove than it really is.

Campaign dashboards often look fantastic with high reach, excellent click-through rates (CTRs) and efficient costs per thousand impressions (CPM). But the question that many marketers and agencies are not asking is whether these metrics reflect real impact for the brand.

What matters among those metrics is how many people really paid attention.

Are...