Lack of agency transparency and the absence of visibility on third parties rounded out the top three concerns mentioned.
Meanwhile, ad fraud was another trepidation many had—some 37% of senior ad buyers were worried about it. And nearly as many cited ad viewability.
But while programmatic advertising may come with concerns, it also delivers many benefits. The same study found that a majority of senior ad buyers were able to target and optimize campaigns effectively, as well as scale them, because of programmatic advertising.