Primary Model Used by US Marketers to Execute Their In-House Programmatic Buying, Jan 2018 (% of respondents)
Data was provided to eMarketer by Advertiser Perceptions.
Data is from the May 2018 Advertiser Perceptions "DSP Report, Wave 4: 1H 2018." More than 700 US agency professionals and marketers from the Advertiser Perceptions Media Decision Maker Database and third-party databases were surveyed in January 2018. Respondents were involved in the purchase of programmatic advertising and have used or worked with DMPs, DSPs or managed services in the past year. Respondents identified their company as an agency (51%) or marketing firm (49%), and their job title as director/supervisor (35%), manager/planner/buyer (17%) and VP or above (48%). Respondents received incentives in the form of cash and data.