That’s according to a new study released by SRATA. The first quarter survey found that digital spend is increasingly being executed through programmatic exchanges. Thirty-seven percent trust programmatic to execute digital orders, a 22% increase from last quarter. What about non-digital buying?
Overall, more dollars are flowing to programmatic buying as agency trust in programmatic improves for digital and non-digital buying. Twenty-one percent of agencies plan on conducting 20-40% of ad spend programmatically, a 50% increase from last quarter, while another 41% plan on executing between 10% and 20% of ad buys programmatically. Thirty percent of agencies say they are not planning on making buys programmatically, the lowest percentage of agencies seen in the history of the STRATA Agency Survey.
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