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Programmatic Not Understood In Adland, Despite Being Viewed As Essential

  • Campaign, Thursday, September 24, 2015 6:23 AM

According to the Reaching Full Potential report, 71% of people in adland believe that knowledge of programmatic is "one of the most important capabilities that agencies will need to possess in five years' time, yet 44% of those questioned did not understand, or had a small amount of knowledge, about how programmatic works. The same was true for 63% of advertisers, 48% of agencies, and 47% of publishers. Twenty-nine percent of the industry use programmatic despite knowing very little about it.

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