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The State of Programmatic Media - Q2 2014 by Joanna O'Connell


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68 pages with additional 15-page graph library.

A comprehensive new survey of marketers, agencies, publishers and technology vendors by AdExchanger Research's Joanna O'Connell reveals a strong, positive outlook for programmatic media over the next 12 months. This report marks the launch of AdExchanger Research, a new practice designed to provide thoughtful analysis on the digital media and advertising ecosystem, and support to marketers navigating the digital landscape.

The report titled, “The State of Programmatic Media,” contains insight from more than 400 members of the digital advertising community including marketers, agencies, publishers and tech providers.

Programmatic Spending and Management:

Marketer spending on programmatic advertising is strong and growing. Over the next twelve months, the majority of marketer respondents (66 percent) plan on spending almost half (40 percent) of their digital media budget programmatically, while a quarter of marketers plan on doing so for at least 80 percent of their budget. Currently, the majority of marketer respondents are managing 20 percent or more of their media programmatically, with nearly half managing 40 percent or more of their digital media budget this way.

“Programmatic has evolved far beyond real-time bidding. It is enabling marketers to deliver the most relevant advertising experiences to consumers,” said Joanna O’Connell, Director of Research at AdExchanger. “Programmatic has become an accepted way of conducting business helping streamline operational processes along the way. I am pleased to see it on the rise and being embraced by those across the entire digital advertising ecosystem....”