Half Of Advertisers Say They're OK With Programmatic Transparency

Amid reports about the prevalence of advertising fraud and concerns about brand safety, marketers can be excused for worrying that some of their ad budgets are being squandered with automated media buying. Only 49% of marketers surveyed by the Association of National Advertisers said they were comfortable of very comfortable with the transparency of their programmatic media investments.

Conversely, the trade group found that 15% of respondents were uncomfortable or very uncomfortable, while 36% felt neutral about transparency.

The respondents who were comfortable with programmatic transparency tended to describe their level of access to information from demand-side platforms or to log-level data as adequate.