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Majorities of US marketing executives are already using a wide variety of programmatic approaches to their jobs, according to research from the Winterberry Group and the Interactive Advertising Bureau (IAB). A September 2013 survey found strong majorities using audience segmentation, auction-based media buying, insight development, and automation of back-end and premium digital media buying processes.
But the programmatic’s reach will get even farther. While 79% of respondents currently use segmentation, more than nine in 10 plan to do so in the next two years. And similar percentages plan to use real-time bidding or other auction-based media buying. Content optimization techniques are also expected to reach more than two-thirds of marketers in the next two years.
While brand safety issues are the leading barrier for advertisers looking to expand their approaches, the benefits seem to outweigh the costs.
More than half of advertisers said programmatic approaches could help them more effective target consumers across all the digital media they consume, while nearly as many valued the efficiency in value and transactions they could achieve through programmatic buying.
On the publisher side, benefits were even more striking, largely because publishers expect to glean higher rates from inventory that used to be difficult or even impossible to sell.
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