Summary
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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