Meanwhile 54% claim to have used programmatic, and among the 46% who have not, 18.5% say they will in the coming year. For those who are live with programmatic today, display (77%) and video (41%) are most heavily used. However all digital channels are being used, including a perhaps surprising 13% for television buys, which is consistent with an AdExchanger Research survey finding that 16% of respondents are doing some form of programmatic buying on Connected TV today.
The survey also addressed the in-house buying trend, noting 37% of respondents to a question about internal programmatic capabilities said they either already manage some buying in-house or are evaluating that option.
Asked what has motivated their shift to direct management of programmatic buys, the top responses focused on cost efficiency and “greater control,” including control of data.
In addition to programmatic, the ANA survey also touched on matters related to measurement and transparency. Forty-two percent of respondents said transparency worries increased over the past year, while 13% said those concerns decreased.
On transparency and measurement, ANA members expressed greatest concern about nonviewable impressions, followed by click fraud, bots and piracy-related content.