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IAB UK Survey Finds Advertisers Don't Understand Programmatic

Advertisers have a lack of understanding of programmatic advertising on mobile, according to research by the Internet Advertising Bureau UK, according to a report in Brand Republic. In a survey of 301 markets, half said that they use programmatic for buying smartphone inventory, but 44% reported having no or little knowledge of it. In terms of mobile advertising as a whole, 29% explained their understanding as "excellent," with 22% saying "poor." However, 79% said that mobile ads are an "important part" of their company’s overall advertising strategy.

Read the whole story at Brand Republic »

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