80% of publishers, 81% of agencies, and 82% of marketers have used programmatic in the past year, according to Undertone. While banners ads topped other formats (at over 85%), 61% of marketers used programmatic for mobile, and 58% for pre-roll.
Marketers and agencies used a variety of modes to transact, from open auctions (70%) to automated guaranteed models (41%) and invitation-only auctions. The report, which was highlighted in Mediapost, notes that marketers’ and agencies’ top concern when purchasing inventory programmatically is a brand safe environment, followed by viewability.
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