![Top Challenges Of Programmatic Ad Buying & Selling, June 2014 [CHART]](http://www.emarketer.com/images/chart_gifs/177001-178000/177920.gif "Chart - Top Challenges Of Programmatic Ad Buying & Selling")
Publishers, as well as brand advertisers and agencies, reported a number of significant benefits of programmatic technology. Tops on the brand/agency side was economic efficiency, cited by more than three-quarters of respondents, while two in three found the targeting beneficial. Organizational efficiency came in third at 57%. On the publisher side, the top three were the same, but more tightly grouped and with targeting slightly ahead.
There are challenges too—and big ones. Transparency was a problem for 72% of brand executives and nearly as many agency executives, while most publishers did not see it as an issue. All three segments surveyed agreed inventory quality was a challenge. Read the rest at eMarketer.
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