Understanding Is Main Obstacle to Programmatic in Canada - eMarketer
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Understanding Is Main Obstacle to Programmatic in Canada

But 54% of marketers do think it helps with targeting

November 20, 2014

What’s holding marketers in Canada back from investing in programmatic buying? They just don't get it, said nearly one-third of respondents to a summer 2014 survey from AcuityAds and Marketing Magazine, conducted by Rogers Media Insights.

Obstacles to Investment in Programmatic Buying According to Marketers in Canada, Summer 2014 (% of respondents)

Nearly as many respondents had concerns about whether the content they would be advertising against was really premium, and 29% were worried about whether the right audience was getting in front of their ads.

But at the same time, when asked about the main benefits of programmatic buying, 54% cited better targeting—suggesting the group who said understanding programmatic is a big problem is right.

Level of Awareness of Programmatic Buying Among Marketers in Canada, Summer 2014 (% of respondents)

There just aren’t many marketers in Canada who would describe themselves as black belts in programmatic buying yet, according to the research. While 21% said they understood the basics, 37% were only willing to go so far as to say they had "heard of it," with another one-third unaware.

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