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Going Mad for Programmatic

Posted on 2.01.2016

The digital industry is going mad for programmatic. 

A new report out from AdRoll reveals that 66 percent of advertisers said they plan to increase their programmatic ad spend this year (2016). And the reason? According to Adroll's research, 87 percent of marketers are seeing greater return through programmatic advertising compared to their traditional media buying. 

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"Marketing is becoming an increasingly technology driven discipline, and practitioners are being held to higher standards of measurement and accountability than ever before," said Adam Berke, AdRoll's president and CMO. 

"It therefore makes sense that marketers and business managers want their advertising efforts to be driven by the same innovations in data science, AI, and automation that have driven advancements in other parts of the modern enterprise. The results from this survey make it clear that 2016 is staged to be a massive year for digital advertising, and programmatic technologies will be the driving force."

Additional findings from the report include: 

+ 32 percent of marketers spent more than 50 percent of their budgets on programmatic in 2015

+ Programmatic social ad buying is now 50 percent more popular than programmatic display for B2C marketers (75 percent of all B2C marketers polled are using programmatic)

+ 1/3 of marketers are now using programmatic ad buying on mobile

+ Retargeting jumped from 54 percent to 82 percent this year; 87 percent of marketers said they will spend more on mobile retargeting in 2016


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