70% of marketing executives expect programmatic advertising spend to increase a lot or a little over the next 12 to 48 months

StackAdapt (www.stackadapt.com), the leading self-serve programmatic advertising platform, today announced the release of a new report designed to help marketers learn how to take full advantage of the capabilities of programmatic advertising.

The report, titled How Marketing Executives Are Approaching Programmatic Advertising, is driven by the results of a survey of 169 marketing executives conducted in collaboration with Industry Dive. It also features expert insights from StackAdapt that help detail how programmatic advertising works and debunk common misconceptions about it.

“With programmatic advertising capable of helping marketers target their end consumers more efficiently and optimize their campaigns in real-time, it’s clear that marketers are eager to realize the benefits,” says Kailyn Pyatt, Sales Director at StackAdapt. “Our research found that 75% of marketing executives report that half or more of their campaign spend is already allocated toward programmatic advertising, and 70% expect that spend to increase over the next 12 to 48 months.”

“As programmatic rises in significance, StackAdapt is excited to release this report to help marketers learn how their peers are making the most of programmatic,” adds Pyatt.

Those peers are using programmatic to stay competitive. StackAdapt’s research found that marketing executives are sophisticated users of programmatic, for example – with more than seven out of ten marketing executives reporting being extremely or very familiar with dynamic retargeting (74%), keyword targeting (73%), geotargeting or location-based targeting (72%), and over-the-top (OTT) advertising (71%).

Programmatic also keeps marketing executives informed. A full 82% of marketing executives believe that industry benchmarking is extremely or very important as marketers are developing advertising campaigns and setting metrics; 73% say their programmatic advertising partners provide them with industry insights, and 87% report that they can make quick decisions based on insights received while running programmatic advertising campaigns.

“Making quick, well-informed decisions is essential to success in today’s fast-changing marketing environment,” says Pyatt. “But that doesn’t have to be complicated. With programmatic, brands set their budgets, set their parameters, and optimize frequently — but they can let their programmatic advertising platform’s machine learning and AI do a lot of the work for them.”

“With the right programmatic advertising partner, brands can optimize their use of time to drive better outcomes while lowering advertising costs,” adds Pyatt.

Read the complete report: How Marketing Executives Are Approaching Programmatic Advertising

To learn more about StackAdapt, please visit: https://www.stackadapt.com