A survey of brand marketers conducted by Chango revealed that 75% of respondents already use programmatic. Seventy-four percent expected their programmatic budgets to increase in 2015. The ability to target consumers across devices (80%) and improved performance (78%) were among the top drivers cited. This was followed by cost efficiencies, and having a more complete data set. The challenges of measuring ROI and integrating data were seen as barriers to wider adoption.
Organizationally, 33% preferred to handle the work in-house, while 39% left that entirely to agencies. The balance used a mix of the two approaches.
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