Media owners have pinpointed scaling programmatic advertising as one of the most important parts of their ad tech plans, according to a new study from ExchangeWire Research.
The study, which surveyed 139 senior marketers in March, revealed that nearly half (43 per cent) of publisher respondents cited their biggest ad tech priorities for the year to be scaling their programmatic strategies.
Nealry a quarter (23 per cent) of the agencies and brand advertisers surveyed in the group cited viewability, transparency, verification and fraud as their top concerns.
Meanwhile, 23 per cent of respondents who were from technology and trading desk companies listed data/technology Read full story ›
Source: The Drum
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