January 8, 2018

Technology Used for Programmatic Ads According to Senior Ad Buyers Worldwide, Dec 2017 (% of respondents)


Global senior ad buyers were asked what technology they used for programmatic advertising. Responses included data and targeting, data management platforms (DMPs), demand-side platforms (DSPs), advertiser ad serving, pre-bid decisioning/targeting and verification.


Data is from the January 2018 London Research report titled "The State of Programmatic Advertising" in partnership with Truth. More than 100 senior ad buyers worldwide from various industries at companies with annual revenues of at least $50 million per year were surveyed during November-December 2017. Respondents identified their company's location as Canada (6%), UK (35%), US (43%) and other (16%) with annual revenues of $50-$99 million (9%), $100-$249 million (18%), $250-$499 million (19%), $500-$999 million (17%), and $1 billion+ (37%). Respondents identified their role as being C-level (18%), director (35%), head of department (25%), managing director (7%) and senior management (15%). London Research is a B2B market research company, The Marketing Group plc (TMG) is a global marketing network and Truth is a media agency.