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.
Continue reading "The ROI Dilemma Marketers Face With Programmatic Advertising" ... Read the full article
Subscribe today...it's free!
MarketingProfs provides thousands of marketing resources, 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.
You may like these other MarketingProfs articles related to Metrics & Measurement:
- Top 5 Sentiment Analysis Tools
- Why You Need to Align Marketing to Business Goals
- How to Develop an Efficient Post-Pandemic Advertising Strategy With Data Analytics Using Only a Spreadsheet
- Six Tips for Measuring Your LinkedIn Ad Campaigns [Infographic]
- The Biggest Benefits of Marketing Revenue Attribution