Marketers say they face a key measurement dilemma with programmatic advertising: Their bosses want a clear sense of how media is performing, but it’s often difficult to report ROI with accuracy.
The report from MediaMath and Forrester Research was based on data from a survey conducted in May 2020 among 221 US marketing decision-makers who influence or direct their firm’s digital media buying strategy.
Some 94% of respondents say executives at their firm scrutinize how digital media spend is performing.
However, only one-third of marketers say their organization can demonstrate and report the ROI of programmatic media spend with complete accuracy:
More than half (55%) of respondents say the fact that data is siloed within buying and selling systems is a key issue that makes the programmatic supply chain less transparent.
Some 37% of marketers say not having enough visibility into media performance across touchpoints poses a significant challenge with programmatic platforms.
About the research: The report from MediaMath and Forrester Research.was based on data from a survey conducted in May 2020 among 221 US marketing decision-makers who influence or direct their firm’s digital media buying strategy.
Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house…delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.