Automation and real-time measurement are the most widely reported benefits of programmatic advertising, according to research from AI company Alfi.

Why it matters

In a survey of senior advertising professionals worldwide, 72% say measurement is one of the most important benefits of programmatic advertising, followed by 67% saying the same for sophisticated targeting. However, this is being challenged by the growing push into data privacy – just a quarter of Apple users have allowed app tracking and WARC's latest research finds that 62% of marketers believe the 'death of the cookie' will significantly impacttheir mobile marketing strategy....