Hasta La Creative!

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.

Spending on real-time bidding is expected to increase 43.4% percent this year, according to eMarketer. However, a growing awareness that perhaps 30% of digital ads bought are fraudulent is raising questions about programmatic, where much of the fraudulent activity is believed to occur. The study highlights the fact that an industry-wide solution will be difficult to come by since so few marketers understands the process.

Continue reading at AdAge.com