- 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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