Major Challenges of Programmatic Buying According to Media Agencies Worldwide, by Programmatic Buying Technology Ownership, June 2018 (% of respondents)
According to media agencies worldwide, when it comes to programmatic buying, 78% of programmatic buying tech owners and 45% of non-owners believe lack of transparency around media buys is a major challenge. Other challenges include brand safety and third-party technology capabilities.
Data was provided to eMarketer by ExchangeWire.
Data is from the July 2018 ExchangeWire report titled "Agents of Change: The Rise of the Programmatic Media Agency" in association with Iponweb. 129 media agency professionals worldwide were surveyed by ExchangeWire during May 4-June 2, 2018. Respondents worked in programmatic media for marketing agencies. Exchangewire provides opinion and analysis on ad tech and related fields. Iponweb is a programmatic and real-time ad technology and infrastructure company.