Most marketers still don't have a clear understanding of how programmatic ad buying works even as it attracts a bigger share of budgets, according to a study released today by the Association of National Advertisers and Forrester.
The survey of 153 client-side marketers, which took place between February and March, found that just 23% of respondents understood programmatic buying and use it to execute campaigns. Another 29% said they've heard the term but don't have a clear understanding of it. And 26% said they understand the concept but need to learn more about how to apply it to campaigns. Twelve percent said they were completely unaware of programmatic buying.