Are you surprised at how quickly the adoption of programmatic advertising is moving? eMarketer is reporting on a survey conducted by Chango. According to the article, out of marketers in North America and the UK, 75% are already using programmatic ads. 18% of that includes marketers who have been using programmatic advertising for more than two years.
So why is there a major shift to the use of programmatic ads? “More than eight in 10 respondents cited better targeting opportunities across devices and platforms, and 77.6% said they saw increased ad performance with programmatic.”
Of course, programmatic ads aren’t perfect, and they aren’t the end-all-be-all for digital marketers or digital publishers either. According to the article, “Two-thirds complained about problems with measuring their results, and integration of data from multiple resources or devices were also a problem for majorities of respondents.”
Consumers are telling us loud and clear what they want—are you listening? Download a copy of our 2018 Mequoda Magazine Consumer Study for FREE, to find out how you can improve your digital magazine rapport with subscribers.