Marketers Find Programmatic Measurement 'Very Challenging,' Blame Agencies

Most digital marketers are finding it challenging to accurately measure their programmatic media buys and they think it’s their agencies’ fault. That’s the finding of a survey of more than 200 digital marketers conducted by Infectious Media, a digital agency specializing in -- you guessed it -- programmatic media-buying.

Only 28% of the respondents said they were satisfied with the state of their measurement, and 66% said they found it “very challenging.”

The vast majority (92%) said they consider it the job of their agencies to provide accurate measurement, but 72% believe their agencies are “struggling” to accurately measure their programmatic media buys.

The perception of these clients isn’t just a problem for their agencies, but also for programmatic media platforms, because 90% said they would spend more programmatically if their measurement improved.

3 comments about "Marketers Find Programmatic Measurement 'Very Challenging,' Blame Agencies".
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  1. Ed Papazian from Media Dynamics Inc, March 27, 2018 at 10:17 a.m.

    It's always "the agency's fault" isn't it. That's one main reason for having and agency---so you can blame them everytime there's a problem. What about the programmatic folks and the ad sellers? Don't they have any part in this? And what about the clients? Did they ask the right questions at the outset? Do they have a proper handle, themselves, on defining ROI?

  2. Tracey Scheppach from Matter More Media replied, March 27, 2018 at 10:48 a.m.

    Ed, LOL!!!

    Isn't it also an issue of faulse/lofty expecations? It is complex! It is hard to gain full access to the needed data! It is really hard to connect all the channels!! This is work-in-progress for sure and folks need to focus on making it better and not the blame game. 

  3. Jon Bond from The Shipyard, March 27, 2018 at 11:21 a.m.

    there are no shortcuts to measuring programmatic ; you need the data science infrastructure 
    in order to account for issues such as single view of the consumer, and attribution, and that costs money and requires expertise . If brands don't want to spend the time and money to set it up properly, they will always have 'issues' 

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