Attitudes towards programmatic advertising

This IAB whitepaper relates a study of attitudes towards programmatic advertising, examining the state of current adoption and the drivers and barriers for programmatic advertising in the future.
  • More than half of the publishers surveyed are trading at least 20% or their digital display ad revenues programmatically, indicating a move from add-on to core activity.
  • Advertisers are the stakeholder group least likely to have programmatic in-house and hence most likely to outsource; interested in controlling data, this is a key reason for in-house strategies.
  • Barriers to adoption exist with hiring and training people with the right skill set the primary obstacle.
  • Advertisers, agencies and publishers alike are making significant investments in programmatic technology, assets and human capital....

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