Reaching full potential: Examining attitudes towards programmatic across the global advertising ecosystem

This report examines attitudes around programmatic advertising and reveals findings from a global survey of advertising professionals.
  • Programmatic is already used by 67% of digital advertisers, and 92% of them agree it will be vital to the future of digital ads.
  • Both buy-side and sell-side respondents agreed that programmatic can deliver more efficient and effective campaigns, but in order to reach its full potential there are hurdles to overcome.
  • Chief among these is the lack of understanding and transparency of the technology - advertisers and agencies need to be educated about how exactly programmatic works, and providers need to be more open....

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