This report discusses the evolving landscape of programmatic advertising, highlighting the growing preference for self-serve platforms among marketers seeking transparency and control over their ad placements. It details the findings of a study conducted by StackAdapt and Ad Age Studio 30, focusing on trends and perspectives related to digital advertising and the rising phenomenon of self-serve platforms.
Key insights include the factors driving the surge in programmatic ad placements, such as reaching relevant audiences, measuring campaign effectiveness, and ensuring brand safety. Marketers value programmatic platforms for their analytics, targeting options, audience building capabilities, campaign management tools, and access to quality inventory.
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