‘Many marketers don’t understand programmatic ad buying’ – Internet Retailer
Zak Stambor says, “41% of marketers say they are either unaware or lack understanding of programmatic ad buying, which automates the ad-buying process.
Marketers don’t totally understand a form of ad buying that will account for more than half of the digital display ad spend in the U.S. this year.
That’s according to a new report from Forrester Research Inc. showing that programmatic ad buying isn’t well understood by many marketers. The term refers to systems that put available ad space on a web page up to bid as the page is loading in the viewer’s browser. Programmatic software takes into account what’s known about the website and the visitor to bid on the space, and the winning ad is loaded to the page, all in the milliseconds it takes the web page to load.
The Forrester report, “Media Buying Evolution Challenges Marketers,” finds that 41% of marketers say that they either are unaware of, or don’t have a clear understanding of, programmatic buying. Only 23% say that they understand programmatic buying and use it to execute campaigns. The remaining 36% say they understand it, but either haven’t used it, or need to learn more to apply it to their campaigns“.
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