Zach Treuhaft of P&G: Campaigns for Hispanics with programmatic have more bots than those of the general market

The president of Hearts & Science for P&G New York, Zach Treuhaft, on the third day of Advertising Week LATAM in Mexico City, gave a talk entitled Advertising’s Bermuda Triangle, in which the executive defined the main challenges facing advertisers today. According to Treuhaft´s research, Advertising’s Bermuda Triangle studies a chain of supply and demand that is growing fast because of digital channels, brand safety and planning systems. “In 2018, the most important topics are transparency and data, statistics determinism that is currently more probabilistic, and the digital ecosystem that feels more and more like a swamp. It’s a disastrous ecosystem with a lot that still has to be done,” he said.A 2017 study called Forces of Change: The Unreachables revealed that 47 percent of Millennials and 66 percent of Generation Z consume video content on platforms that are not quantifiable. “Brand safety is a very important topic, because two-thirds of digital advertising fraud comes from computers operated by real people. A troubling figure is that campaigns for Hispanics in the U.S. made with programmatic have 70 percent more bots than those of the general market.”He noted that on Twitter there are 40 million false accounts and 60 million on Facebook. “Although there are no answers, we must be the engineers of a new age: we must start by questioning everything, being brave and working in teams.”