- According to a member survey from World Federation of Advertisers, marketers are doubling investment in programmatic buying this year despite concerns.
- Eighty five percent of respondents worry about ads being placed next to inappropriate content and 75% feel trading desks lack transparency.
- To help marketers, the WFA is releasing a guide to programmatic buying — a handbook it developed with media directors from Coca-Cola, GlaxoSmithKline, Johnson & Johnson, Phillips, MasterCard, and Duestche Telekom.
Programmatic certainly has a long way to go, but it is also a fairly new area for advertising. Marketers clearly do see the value in programmatic, so guides like the one WFA has produced can help educate the industry and help programmatic grow into the tool it is meant to be.