Trends Report

Programmatic Transforms Digital Media Buying

Marketers Embrace Programmatic Despite Fraud And Transparency Concerns

May 3rd, 2016
Jim Nail, null
Jim Nail
With contributors:
Brigitte Majewski , Stephanie Liu , Richard Joyce , Laura Glazer


What a difference two years makes: Programmatic buying has transformed from a curiosity in 2014 to a method a majority of survey respondents use today. The second Association of National Advertisers/Forrester survey on programmatic media buying documents association members' expectation of continued growth and ongoing concerns about transparency and fraud. B2C marketers should read this report to understand how programmatic buying retools media buying's legacy focus on cost negotiations and learn steps to take to fulfill programmatic buying's potential.

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