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Marketers Don't Understand Programmatic Buying

Programmatic buying in mature markets worldwide continues to grow, but hurdles remain, with most U.S. brands or agencies on behalf of brands still struggling to execute models. eMarketer cites research from the Association of National Advertisers and Forrester Consulting that found nearly one-quarter of U.S. client-side marketers understand programmatic buying. but most were relatively uneducated about technique.

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