Most digital marketers are finding it challenging to accurately measure their programmatic media buys and they think it’s their agencies’ fault. That’s the finding of a survey of more than 200 digital marketers conducted by Infectious Media, a digital agency specializing in -- you guessed it -- programmatic media-buying.
Only 28% of the respondents said they were satisfied with the state of their measurement, and 66% said they found it “very challenging.”
The vast majority (92%) said they consider it the job of their agencies to provide accurate measurement, but 72% believe their agencies are “struggling” to accurately measure their programmatic media buys.
The perception of these clients isn’t just a problem for their agencies, but also for programmatic media platforms, because 90% said they would spend more programmatically if their measurement improved.
by Joe Mandese
Courtesy of mediapost