What are the biggest obstacles to programmatic advertising?

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Featured image by geralt, available via CC0

The digital advertising landscape is shifting rapidly. Challenges ranging from fraud to online ad-blocking have thrown established ad practices into disarray, and brand marketers face a myriad of obstacles as they compete to reap the potential benefits of unprecedented market access.

With greater emphasis placed on online, marketers are now able to analyse and optimise their brand message in real-time. But the key to doing this effectively lies in using the right programmatic tools and strategy.

Quantcast surveyed 100 senior marketers working at some of Europe’s top brands about their opinions on programmatic advertising. How confident are they in implementing programmatic advertising, and what are the biggest barriers to employing programmatic marketing in their organisation?

In this new whitepaper, Quantcast presents its key findings, giving an insight into the future of programmatic advertising, its potential and its drawbacks, and how investment will grow over the next few years.

We are now at a point where data can be used proactively (in real time) rather than retroactively within the planning process. We can measure entire consumer journeys rather than just the last touch point. It is an exciting time for any advertiser as they really start to shed light on the messages, campaigns and tactics which work for them, regardless of device or channel,” says Phil Macauley, VP of Global Sales at Quantcast.

“Over time, as consumers look for a better online ad experience, we believe programmatic advertising and the benefits it provides will prove to be a crucial part of every advertiser’s strategy.”

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