Marketers face an important measurement dilemma with programmatic advertising: their bosses want a clear feel for the media's performance, but it's often difficult to accurately report the ROI.
The MediaMath and Forrester Research report is based on data from a survey conducted in May 2020 of 221 US marketing executives who influence or drive their company's digital media buying strategy.
94% of respondents say that executives in their company closely examine the performance of digital media spending.
However, only a third of marketers state that their organization can demonstrate and report the ROI of spending on programmatic media with complete accuracy:
More than half (55%) of respondents say that the fact that data is isolated in buying and selling systems is a key issue that makes the programmatic supply chain less transparent.
About 37% of marketers state that insufficient visibility of media performance across touchpoints is a significant challenge for programmatic platforms.
About the Research : The MediaMath and Forrester Research report is based on data from a survey conducted in May 2020 of 221 US marketing executives who influence or drive their company's digital media buying strategy.
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