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Programmatic ad campaigns surge, but challenges loom

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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.
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