Top Barriers to Adoption of Programmatic Approaches

An estimated $7.4 billion worth of inventory will be transacted through automated (including RTB) platforms this year in the US, with that figure projected to rise to $17 billion by 2017, per recent figures from MAGNA GLOBAL. Interest in programmatic approaches is clearly rising, with buyers driven by the desire to more effectively target consumers across digital media and sellers interested in improved operational efficiency, according to [download page] a new IAB and Winterberry Group report. But some pain points remain. (more…)