After years of growing adoption, programmatic advertising has accelerated to the forefront of media buying. However, lack of visibility into supply path costs and media quality still remain top-of-mind for ad buyers.
In our latest research, IAS partnered with IPSOS to survey digital media experts who buy digital ads programmatically. The goal was to better understand perceptions of programmatic advertising, particularly supply path optimization (SPO).
- 95% of ad buyers are currently implementing or planning to implement SPO 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