An estimated $7.4 billion worth of inventory will be transacted through automated (including RTB) platforms this year in the US, with that figure projected to rise to $17 billion by 2017, per recent figures from MAGNA GLOBAL. Interest in programmatic approaches is clearly rising, with buyers driven by the desire to more effectively target consumers across digital media and sellers interested in improved operational efficiency, according to a new IAB and Winterberry Group report. But some pain points remain.
According to the study – sponsored by [x+1], Chango, MediaMath, Accordant Media, AdTaxi Networks, CPXi and DataXu – a leading 26% of the panelists interviewed cited resistance from current process owners as a paint point inhibiting adoption of programmatic approaches today. That likely refers to opposition and internal challenges from established professionals, including sales teams, and appears to be less of a factor for advertisers than publishers. Read the rest at MarketingCharts.
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