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Factors hindering adoption of mobile programmatic advertising worldwide 2016

As a buyer of programmatic, which of the following issues do you perceive as barriers to programmatic adoption by your advertisers?
Created with Highcharts 5.0.144848424241413636353529292828262625252121Fraud/viewability concernsLack of transparent reportingLack of perceived or measurable ROIComplexity of the marketplaceLack of understanding of programmatic amongst the campaignexecution teamLack of understanding of programmatic amongst the campaign execution teamCost of highly targeted third-party dataAttribution – digital to real world is difficultBrand safetyHigh minimum campaign spendsLimited relevant data sets0510152025303540455055

The data displays results of a survey regarding the factors hindering adoption of mobile programmatic advertising worldwide as reported by brand and agency marketers in mid 2016. During the survey, 48% of respondents cited fraud and/or viewability concerns as one of the barriers to adopting mobile programmatic advertising.

Fraud/viewability concerns 48
Lack of transparent reporting 42
Lack of perceived or measurable ROI 41
Complexity of the marketplace 36
Lack of understanding of programmatic amongst the campaign execution team 35
Cost of highly targeted third-party data 29
Attribution – digital to real world is difficult 28
Brand safety 26
High minimum campaign spends 25
Limited relevant data sets 21
Inconsistent privacy policies 15
Others 5

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