×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Programmatic ad campaigns surge, but challenges loom

Published on .

New York—Programmatic ad campaigns are seeing widespread adoption, but the practice still faces some hurdles, according to a new report by the Interactive Advertising Bureau and consultancy Winterberry Group. According to the IAB-Winterberry study, “Programmatic Everywhere? Data, Technology and the Future of Audience Engagement,” 85% of advertisers surveyed use programmatic buying strategies, with 55% saying they value its ability to effectively engage with target audiences across various digital properties. However, 33% of respondents said that brand safety issues are actively inhibiting adoption of programmatic approaches because of decreased control over where ads may be viewed. Also cited as a challenge was the need to find new methods of audience identification, segmentation and analysis as the importance and use of cookies declines. The IAB-Winterberry study was based on an online poll of marketers and advertisers conducted in August and September that drew 250 respondents.
Most Popular
In this article: