Report: Native ad buying surges 74%, programmatic slip-ups 12%

According to a new report from MediaRadar, A programmatic advertising in the US dropped substantially during the first three months of 2017 from a year ago. Conversely, native ad placements have surged during the same time period. And while there isn’t a one-to-one correlation, there is a relationship, according to the company.

Source: MediaRadarA( July 2017)

According to the report, which tracks thousands of advertisers and ad buys across digital and traditional media channels, A programmatic declined 12 percentage year over year. The report attributes this to brand safety concerns and the black-box nature of programmatic placements.

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