Programmatic: Marketers Shifting from Implementation to Education

A new Media Supply Chain Study from The Myers Report conducted among advertiser and agency executives suggests that, to a large extent, agency programmatic systems are established and the focus has moved on to data and education over the programmatic pipes. 44% of marketing executives with responsibility for adtech and data say they’ve been properly prepared for a programmatic and data-driven world.  The Myers Report infographic below reflects 18 data points from the study.

Although 67% of agency execs believe they have been sufficiently trained to be effective on programmatic, continuing education is a key industry priority, with 89% of brand marketers and 86% of agency respondents agreeing that additional educational tools and data on programmatic would increase their competence and preparation. Most notably for media sales organizations, 84% of respondents believe that ideas should drive media strategy enhanced by data and 69% disagree with the statement “in an always on environment, media partnerships are less important.”

Appeared first in Mediavillage