Nearly 100% of American Publishers Pursuing Programmatic Strategies

This post is also available in: Spanish

A new survey of 145 advertisers, publishers and tech leaders done by the Interactive Advertising Bureau (IAB) indicate that 98% of American publishers are using programmatic marketing strategies.

The publishers indicated that they’d like to expand their programmatic efforts to other markets and it looks like China and Brazil are the markets that should see the most investment in this regard.

According to the surveyed publishers, the most important factor for success with programmatic is “the availability of third party data.” In addition, the publishers indicated that the #1 obstacle to this programmatic expansion is “the lack of understanding about audience development.”

To download the whitepaper that details the survey findings, please click here.

To find out how to leverage programmatic buying with MediaDesk —the leading programmatic buying platform in Latin America— please contact us:

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