Automation and real-time measurement are the most widely reported benefits of programmatic advertising, according to research from AI company Alfi.
In a survey of senior advertising professionals worldwide, almost all (94%) said automation was one of the most important benefits of programmatic advertising. Real-time measurement (72%) places second while sophisticated targeting (67%) follows close behind.
Accurate measurement and audience targeting are being challenged, however, by the growing push into data privacy – just a quarterof Apple users have allowed app tracking and WARC's latest research finds that 62% of marketers believe the 'death of...