• The Drum, Thursday, August 11, 2016 10:12 AM

Programmatic spend on video is set to rise over the next year, with over 80% of respondents to a survey conducted by The Drum in association with The Trade Desk expecting to increase budget allocated to it. The growth in programmatic advertising spend is likely to migrate from display advertising, followed by linear TV and print, according to the new report.  However, the report's findings indicate that "despite the huge potential for growth, programmatic technology has yet to fulfil its potential as a mainstream way of purchasing video inventory with clients still too cautious about cost, viewability and wastage, according to the report. Agency executives also believe that brand trust, fraud and ad blocking are other significant challenges holding back adoption of programmatic video, according to the report."

Read the whole story at The Drum »