A recent survey shows that more than half of US marketers invested only 7% or more of their digital ad budgets programmatically. This is up from 50% in January 2016 . Furthermore, programmatic's efficiency, its ability to pair rich audience data with ad inventory and its improved audience-targeting capabilities beyond cookie-based devices all contribute to the surge in adoption across a variety of channels and ad formats. A December 2015 survey found multidevice measurement, fraud and ad blocking were the top problems plaguing US advertisers. However, despite heavy investment by US advertisers, obstacles remain: a recent survey found that multi-device measurement, fraud and ad-blocking were the primary issues for US advertisers, so while better standards and resolution may be coming, problems such as ad-blocking still remain.
A recent survey shows that more than half of US marketers invested only 7% or more of their digital ad budgets programmatically. This is up from 50% in January 2016 . Furthermore, programmatic's efficiency, its ability to pair rich audience data with ad inventory and its improved audience-targeting capabilities beyond cookie-based devices all contribute to the surge in adoption across a variety of channels and ad formats. However, despite heavy investment by US advertisers, obstacles remain: a recent survey found that multi-device measurement, fraud and ad-blocking were the primary issues for US advertisers, so while better standards and resolution may be coming, problems such as ad-blocking still remain.