After years of growing adoption, programmatic advertising has accelerated to the forefront of media buying, becoming the undisputed choice for purchasing top ad formats. The majority of ad buyers are currently implementing or planning to implement supply path optimisation (SPO) technology to increase the efficiency of their programmatic campaigns across formats and environments.
Despite its popularity, there is still much to be discussed between brands and agencies about who is responsible for monitoring SPO activities and media quality.
IAS partnered with IPSOS to survey U.S. digital media experts who buy digital ads programmatically. The goal was to better understand perceptions of programmatic advertising, particularly supply path optimisation. We discovered…
- 95% of ad buyers are currently implementing or planning to implement supply path optimisation technology in the next year
- 52% of media experts say half or more of their advertising budget is transacted programmatically
- 42% of ad buyers say lack of transparency is the primary challenge within programmatic advertising
Download the full research, “Perfecting your Supply Path”, to find out more.