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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?

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

Factors hindering adoption of mobile programmatic advertising worldwide 2016

StatInvestor