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