Trends Report

Programmatic Transforms Digital Media Buying

Marketers Embrace Programmatic Despite Fraud And Transparency Concerns

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

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.