Marketers, Publishers Work Quickly to Establish Programmatic Tech Partnerships - eMarketer

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Marketers, Publishers Work Quickly to Establish Programmatic Tech Partnerships

Digital marketers in the US are the quickest to establish relationships

September 21, 2016

Because of the rise of programmatic advertising and its data-centric nature, more and more digital marketers—and publishers—are looking for adequate marketing technology support. Most of these media professionals worldwide said establishing a programmatic technology partnership—from consultation to completion—takes less than six months, according to June research.

Average Length of Time to Establish a New Programmatic Technology Partnership* According to Buy-Side vs. Sell-Side Marketing Professionals in Select Countries/Regions, June 2016 (% of respondents)

Among marketer respondents, those located in the US were most likely to report it took at most six months to establish a new programmatic tech partnership, according to ExchangeWire and programmatic solutions provider BidSwitch, at 93%. Just 7% said it took longer, and all of that group still put the time required at less than a year.

The survey also found that an overwhelming majority of digital marketers from the other two regions surveyed said it took six months or less to create such a partnership.

Publishers in the US and Asia-Pacific tended to say things took a bit longer, but only somewhat, while those in Europe, the Middle East and Africa were a bit quicker to establish tech partnerships than their demand-side counterparts.

Around the world, programmatic is only becoming a more important part of digital ad buying. eMarketer estimates programmatic’s share of digital display ad spending is rising rapidly in countries including France, Germany and the UK, as well as the US.

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