Programmatic advertising is fully integrated into the marketing strategy of companies, and very few companies give up on this format, since it offers high performance at a relatively low cost. But just because all marketers want to take advantage of programmatic ad buying and selling doesn’t mean that everyone feels comfortable and confident in executing it.

In fact, a new Central-African-Republic Email List from Quantcats reveals that two-thirds of European marketers feel that, at best, they are in the process of fully understanding programmatic advertising. Thus, only 14% feel very comfortable when executing the programmatic purchase of advertising space, with another 21% saying they feel “more or less” comfortable. The majority, however, say they are still “in process” (34%) and a similar number feel, directly, not very comfortable (31%). The good news is that none of the respondents said they were “totally uncomfortable,” indicating that, to a greater or lesser degree, they are all taking their first steps with programmatic advertising.

From Quantcast they assure not to be surprised by this data, since “programmatic buying is a relatively new discipline within the marketing mix, and it is a term that often generates confusion.” However, something in which much progress has been made is that everyone already understands the need to use programmatic advertising, and thus, only 10% of those surveyed cited the lack of internal support as a factor that was holding them back. when it comes to using more programmatic advertising.

And what, then, are the challenges facing this discipline? The main one seems to be the lack of return on investment, cited by 24% of respondents, or at least, the difficulties to quantify it in an environment in which marketers are increasingly forced to be accountable in terms of data . In addition, 19% criticize the siled work structure and 18% the lack of adequate providers as central reasons for not using more programmatic advertising. When it comes to the specific job of marketers, the hardest thing for them is dealing with the complexity of the programmatic ecosystem, which includes multiple layers (48%), and the inability to find a quality inventory (46%). Lack of transparency or the fact that many media do not make their inventory programmatically available are other factors that hinder the success of programmatic advertising campaigns.

And what are the biggest draws of programmatic advertising?

But not all are challenges and challenges, marketers are also very aware of the advantages that programmatic ad buying and selling brings, among them, the wide variety of possible targeting options, the most attractive characteristics of programmatic formulas for 37 % of the participants. Paradoxically, its high ROI -which was also considered one of the challenges- is also highly valued, as well as the possibility of having accurate results data, access to a large inventory or low cost.

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