A new survey from the Association of National Advertisers confirms that marketers are still largely unaware of programmatic buying technology. Although the U.S. is generally considered to be ahead of Canada on programmatic adoption, more than one third of 126 U.S. marketers surveyed by Forrester Research said they had low or no understanding of the term. More than 10% said they’d never heard of it.
A majority of the respondents (54%) said they have used programmatic buying at least once. Those that have primarily use it for buying digital display and online video inventory, though as much as 13% say they have bought TV inventory programmatically.
The study also looked at whether marketers were moving programmatic trading in-house, and what kinds of concerns they had with media agency transparency. A quarter of the study’s marketers whose companies had bought programmatically this year have expanded in-house trading; those that did said it was motivated primarily by cost efficiency (39%), greater control over trading (32%) and ownership of data (25%).
42% of respondents said that concerns with media agency transparency had increased in the past year, while only 13% said concerns abated. Marketers were much less worried about agencies’ openness regarding fraud exposure than they were about viewability. The question of what amount of purchased inventory is actually seen by humans has come to dominate the conversation in the past year, and marketers are growing increasingly suspicious of agencies that don’t track or don’t share data about how much of a campaign was viewable.