Is programmatic catching on? It appears so. Underscoring other reports, Undertone just released its own survey results that indicate more than 80 percent of publishers, agencies, and marketers have used digital ads via programmatic in the last year.
While some surveys suggest the figure is as high as 90 percent — with local publishers straggling a bit at about 62 percent — most reports point to 2014 as the year in which more than three-fourths of the entire marketplace used programmatic for digital advertising.
Banners still dominate the industry, with over 85 percent of all players using programmatic to execute banner trades, according to Undertone.
The data showed that mobile is now used by more than 60 percent of the market, pre-roll by about 50 percent, and native rolls in at about 20 percent.
“Programmatic is finally moving beyond display,” writes Undertone in its report. “Marketers and agencies are going beyond the banner, buying a variety of ads products programmatically, and publishers are doing their best to supply all of them. There’s a strong market for programmatic mobile, pre-roll, and high impact; native also may be just emerging as a programmatic option. In summary: if an ad unit exists, there’s programmatic demand for it. But as brand dollars move from display to larger, more brand-focused units such as high impact, quality inventory becomes more crucial than ever.”
The big concern?
Undertone says its respondents are most concerned about brand safe environments. Another 40 percent of marketers and agencies indicate that finding “suitable environments” is a main priority. Additionally, about 25 percent of survey respondents suggested that viewability was a main concern. Another 25 percent cited continuing worries about fraud.
To learn more, check out the infographic shared below.