- ExchangeWire’s research tapped ad tech providers, brands, analytics providers, publishers and trading desks with 94% reporting programmatic marketplace quality was an issue.
- Sixty percent of polled professionals said fraud was a problem when buying ads programmatically.
- More than 90% cited desktop ad quality as a more serious issue than mobile.
Even though a strong majority of polled professionals by ExchangeWire reported that desktop ad quality was a significant issue with the programmatic marketplace, a discouraging 84% also cited the mobile marketplace as a problem area.
Additional polling by Digiday for Chango and Rubicon Project found digital marketers in the U.S. and the U.K. are concerned about marketplace quality with almost two-thirds reporting fraud was a roadblock to buying programmatic ads with 56% reporting issues with ad viewability and 46% mentioning waste and ads that target the wrong audience as a problem.
The question becomes: who should fix it? According to ExchangeWire, respondents agreed all parties should do their share to improve the marketplace.