A recent study shows that almost a third of US marketers invested 10 % or more of their digital advertising budgets programmatically . eMarketer corporate subscription clients can view the full report here. This is up from only 7 % in 2013 . Furthermore , programmatic 's efficiency , its ability to combine rich audience data with ad inventory and its improved audience - targeting capabilities beyond cookie - based advertising 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 study 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 , issues such as ad - blocking still remain .
A recent study shows that almost a third of US marketers invested 10 % or more of their digital advertising budgets programmatically . This is up from only 7 % in 2013 . Furthermore , programmatic 's efficiency , its ability to combine rich audience data with ad inventory and its improved audience - targeting capabilities beyond cookie - based advertising 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 study 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 , issues such as ad - blocking still remain .