May 22, 2018

Current and Past Programmatic In-House Initiatives According to US Media Decision-Makers, April 2018 (% of respondents)


Media decision-makers in the US were asked about their programmatic initiatives handled in-house. This chart features several initiatives, including return-on-investment (ROI) attribution, audience targeting, campaign effectiveness, cost efficiency, real-time optimization, data management and ... cross-channel planning and execution.More


Data is from the May 2018 Interactive Advertising Bureau (IAB) report titled "Programmatic In-Housing: Benefits, Challenges and Key Steps to Building Internal Capabilities" conducted by Advertiser Perceptions. 119 media decision-makers from US brands in various industries were surveyed online by Advertiser Perceptions during April 2018. Respondents were involved in making digital, mobile, print, radio and TV media decisions. Interviews with eight advertisers and consultants that oversee and manage programmatic media buying and selling capabilities were conducted by Gerard Broussard of Pre-Mediated Media, LLC during April-May 2018.