Programmatic advertising: it’s easy to forget just how new it really is. As in all industries driven by disruptive technology, programmatic advertising is constantly evolving. This year, we surveyed a diverse group of 220 marketers in the UK to discover how businesses are thinking about - and adopting - the new marketing opportunities brought forth by programmatic advertising.
Marketers invest heavily in programmatic advertising across all channels, with 70% spending 10–50% of their advertising budgets on programmatic ads.
Marketers think mobile first, despite persistent challenges, with 54% of marketers using mobile retargeting—and over half of them plan to increase their 2016 investment.
Attribution continues to be a hot topic, with 47% of marketers saying that better multi-touch attribution modelling is the future of attribution, even though only 17% currently use this method.