The study, which surveyed 139 senior marketers in March, revealed that nearly half (43 per cent) of publisher respondents cited their biggest ad tech priorities for the year to be scaling their programmatic strategies.
Nearly a quarter (23 per cent) of the agencies and brand advertisers surveyed in the group cited viewability, transparency, verification and fraud as their top concerns.
Meanwhile, 23 per cent of respondents who were from technology and trading desk companies listed data/technology integration was their top priority for the year.
The full research will be published in the coming weeks, exclusively on The Drum.
Rebecca Muir, head of research and analysis at ExchangeWire, said the contrasting priorities and concerns from the different sets of companies surveyed are causing “tensions” in the market.
However, she added: “All three groups are working towards the same goal – they are simply using different tools to get there. Technology is empowering both the sell-side and the buy-side which fulfils the age old proverb the whole is greater than the sum of its parts”.
She pointed to the programmatic alliance Pangaea, which has seen the Guardian, Financial Times, CNN International, The Economist and Reuters pool their audiences to reach a combined global scale of 110 million readers, as an example of how media owners are responding to the concerns of buyers in the market.
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