A recent survey shows that almost a third of US marketers invested 50% or more of their digital ad budgets programmatically. This is up from only 7% in 2013. The report also found that the majority of marketers’ spending on programmatic ads was for display ads, with just over half going to paid search and social media ads. 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 almost a third of US marketers invested 50% or more of their digital ad budgets programmatically. This is up from only 7% in 2013. 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.