Master programmatic media with new cannabis guidelines

Programmatic media at scale holds so much promise in helping cannabis companies achieve their marketing goals. The data enhanced automation of manual media buying and selling driven by people provides people-based advertising with less waste and a controlled user experience. 

However, the opportunities to scale success are complicated by compliance. Federal and state regulations for advertising, if addressed at all, are complex and ever-evolving. A fragmented media and technology landscape is developing. We must address the value programmatic brings to a category where federal regulations, creative restrictions, consumer bias, and misinformation create hesitations from media buyers and publishers.

In response to the growing need for creating standards around cannabis in the self-regulated advertising industry, The Interactive Advertising Bureau (IAB) has released “Programmatic Advertising: A Close Look at Cannabis: An educational guide to applying the principles of automated ad buying to the nuances of the cannabis product category.”  The whitepaper serves as an educational resource to level set the advertising community in this new vertical, focusing on legal restrictions, targeting needs and creative compliance.