Summary
Marketers have come a long way in a short period of time with programmatic buying. Their next ambition is omnichannel media buying. But before they can move on to these greener pastures, they must achieve greater transparency and develop stronger internal resources to create the solid foundations on which to build omnichannel media buying capabilities. Read this report to understand what marketers are doing to find incremental returns from programmatic and take their digital media buying practice to the next level. This is an update of a previously published report; we revised this edition to factor in results from the ANA/Forrester Q1 2016 US Programmatic Media Buying Online Survey.
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