Programmatic Ad Tactics that Advertisers Worldwide Use vs. Plan to Prioritize, Dec 2017 (% of respondents)
69% of advertisers worldwide surveyed indicated the building of site whitelists and blacklists as a programmatic ad tactic they used in 2017 or earlier, and 21% said that this was a major priority for 2018.
Data was provided to eMarketer by dataxu.
Data is from the February 2018 World Federation of Advertisers (WFA) and dataxu report titled "Future Of Programmatic Media." 32 clients representing 28 multinational companies in WFA's membership were surveyed during November-December 2017. The respondents' companies represented a total global ad spending of over $50 billion. dataxu is a marketer-aligned data and analytics technology company.