By now, you may be familiar with the November 2013 study that said 85% of advertisers and 72% of publishers are using programmatic. Those figures are high, and surely encouraging for anyone invested in the space.
But while it seems like everyone, everywhere is using programmatic for media buying and selling, that doesn’t mean they know what they are doing.
On Tuesday I listened in to a WebEx event titled “A Publisher’s Guide to Programmatic Media Selling and Buying: Making Programmatic Work For You,” hosted by MediaCrossing and Gleanster, a market research firm.
The presentation was moderated by Ian Michiels, principal and managing director of Gleanster, and featured Bill Lederer, chairman and CEO of MediaCrossing.
There were over 50 people listening in and participating in the event, and I’m assuming most of these were publishers.
When polled, 44% of them said they have little to no understanding of programmatic media-buying. Note: not everyone responded to the poll -- and the purpose of the event was to teach publishers about programmatic, so it would make sense that a lot of them feel uncomfortable with programmatic.
However, if anywhere near 44% of publishers truly don’t understand programmatic, what does that say about the industry?
I reached out to Lederer after the event, and he believes the results are “clear evidence of how early we are in the development of our industry.” He added, “Outside of the top 100 ad-supported publishers, smaller publishers need programmatic education and programmatic resources. This industry is quickly devolving into the programmatic haves and have nots.”