AOL Says 92% of Marketers Use Programmatic Despite Persisting Challenges

AOL announced last week that ad revenues were up 20 percent for the quarter, due in large part to the growth of its programmatic business. To get a better handle on where advertisers, publishers and agencies stood on programmatic ad buying, it surveyed a selection of them—with most representing Fortune 1000 companies—earlier in the summer, and while 86 percent of brands claimed to have a strong handle on how it works, only 50 percent of publishers said the same. At the same time, per AOL, approximately 92 percent of marketers are now using programmatic. But for agency and brand senior executives, the top three programmatic ad spending challenges are the quality of the inventory in these programs, transparency of the process and the technology used to run the algorithms and place the ads. And while publishers agree that inventory quality is a top concern, education of what these programs are and what they can do—and how to measure ROI—round out their list of worries. Contributing to that disconnect, the survey found 73 percent of buyers are working with 20 or more vendors, making it difficult to see the real benefits of programmatic purchasing strategies. And because of that, almost 60 percent of overall respondents believe the digital media buying process is still too time consuming. There are several efforts in the works by a variety of sources to help streamline programmatic purchasing, and make it more attractive to everyone in the cycle. To help address the... Continue reading at 'AdWeek'

[ AdWeek | 2014-08-13 00:00:00 UTC ]

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AOL Says 92% of Marketers Use Programmatic Despite Persisting Challenges

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