Among the findings:
--About 75% of marketers said they’re concerned about the lack of data transparency in programmatic advertising.
--Nearly half of all brands (49%) said they can’t trust one-fifth or more of the data upon which they base media-buying decisions. And 16% of all marketers (brands, agencies, and publishers) in the survey distrusted at least 30% of their data.
--32% of marketers cited “a lack of transparency” as the biggest factor inhibiting the future growth and scale of programmatic marketing.
--Nearly three-quarters of marketers (74%) said that if they had access to more transparent data, they would increase their spend in programmatic advertising by at least 11%, and in some cases by 50% or more.
--When asked to name the most important areas that required transparency, 88% of marketers said that “standard viewability metrics” were “important,” or “very important” in programmatic media buying.
--72% of marketers said the lack of these standard viewability metrics were inhibiting the growth and scale of programmatic media buying, while 78% said ad fraud was inhibiting growth and scale.
--73% of marketers “agreed” or “strongly agreed” that a unified set of transparency standards across screens would cause them to shift budget toward more transparent vendors.
--55% of marketers said they would be willing to leave their current vendor for a more transparent vendor.
"A lack of transparency breeds distrust for marketers and that stands out in these results, as half of brands distrust about one-fifth of their data. Transparency can help build trust between partners. These results indicate that bigger budgets would follow, with three-quarters of respondents saying they'd significantly increase budgets if they had more transparent access to data,” Mike Driscoll, CEO, Metamarkets, told Real-Time Daily via email.