Internet » Advertising & Marketing » Programmatic advertising | Attitudes to programmatic advertising U.S. 2017

Buyers' attitudes towards programmatic advertising in the United States 2017

Attitudes of buyers towards programmatic advertising in the United States as of March 2017
Created with Highcharts 5.0.1436363535333332323232202019194545464645454949505051514343Ensuring "brand safe" environment for advertising is high priorityGiven recent news concerning credibility of digital sources, it's evenmore important to advertise on the right siteGiven recent news concerning credibility of digital sources, it's even more important to advertise on the right siteAudience targeting based on first party data is becoming moreimportantAudience targeting based on first party data is becoming more importantIn today's fragmented digital landscape, using brand safe, trustedenviroments is more important than everIn today's fragmented digital landscape, using brand safe, trusted enviroments is more important than everAbility to target both by data and context is the optimal scenario fordigital ad effectivenessAbility to target both by data and context is the optimal scenario for digital ad effectivenessIt's difficult to ensure brand safe environments buyingprogrammatically on the open exchangeIt's difficult to ensure brand safe environments buying programmatically on the open exchangeBuying directly from premium publishers is a means to increaseengagement with advertisingBuying directly from premium publishers is a means to increase engagement with advertising0510152025303540455055

The data displays the buyers' attitudes towards programmatic advertising in the U.S. as of March 2017. In March 2017, about 36% of responding digital ad buyers agreed completely that ensuring brand environment safety for advertising was high priority.

Ensuring "brand safe" environment for advertising is high priority 36 45
Given recent news concerning credibility of digital sources, it's even more important to advertise on the right site 35 46
Audience targeting based on first party data is becoming more important 33 45
In today's fragmented digital landscape, using brand safe, trusted enviroments is more important than ever 32 49
Ability to target both by data and context is the optimal scenario for digital ad effectiveness 32 50
It's difficult to ensure brand safe environments buying programmatically on the open exchange 20 51
Buying directly from premium publishers is a means to increase engagement with advertising 19 43

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