Programmatic advertising is an ever-evolving industry, constantly driving efficiency forward. While this evolution is often positive for marketers, it can also create complexity. Take the programmatic supply chain for example. With the growth of the internet and technology, the number of content providers increased as did the number of devices through which consumers could access this content. This led to an increasingly fragmented landscape, where the access to supply has become commoditised with multiple paths to access the same inventory and buyers struggling to find the most efficient route to reach their desired audience. Couple this with the upcoming changes around identity and the growth of emerging formats such as CTV, the supply chain will undoubtedly remain challenging to navigate.
With this in mind, Xandr and IAB Europe created a survey to find out what challenges are top of mind for media buyers today, offering a comprehensive guide to the emerging solutions available for buyers looking to simplify a complex landscape.
Posted on: Sunday 9 May 2021
