Only a third of marketers are aware that their digital advertising activity involves programmatic trading, according to figures released by the CMO Club.
In a survey of 225 senior level marketers, the majority said they were only somewhat or “not at all familiar” with the concept of programmatic trading, while three quarters of respondents admitted they rely heavily on their agencies for digital campaign optimisation.
This means that programmatic strategies could be in use without clients’ knowledge, according to the report.
The figures were released within a newly-launched guidebook from the CMO Club and programmatic trading firm MediaMath in a bid to plug the gap in marketers’ knowledge of the digital ad trading marketplace. Read more…