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U.S. Marketers Investt Heavily In Programmatic But Obstacles Remain

A new eMarketer report indicates that programmatic advertising accounts for more than half of U.S. digital display ad spending. Automated buying is now a common way to purchase mobile and video display inventory. However, multidevice measurement, fraud and ad blocking are big concerns for advertisers, along with ad quality and viewability. In fact, 57% of senior U.S. ad buyers said multidevice measurement was a big issue for them, outranking fraud at 47%.

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