CMOs remain suspicious of programmatic advertising, warns the latest IAB playbook

October 31, 2017 10:53

With marketers potentially wasting over 60% of their programmatic advertising spending, CMOs continue to be deeply suspicious of the industry, the Interactive Advertising Bureau’s latest programmatic advertising playbook has warned.

“Ten years into the programmatic age, many CMOs remain sceptical as to whether this technology can elevate their brand marketing,” said Dylan McBride, AppNexus’ commercial director.

“This is clearly unacceptable”: Dylan McBride

“Lingering trust issues resulting from invalid traffic, brand safety, and a lack of marketplace transparency have served to restrain their adoption of programmatic advertising on the open internet.

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Paul Wallbank

Paul Wallbank was news editor at Mumbrella between June 2017 and June 2019. Previously he's covered business and technology issues for outlets ranging from The Australian and Sydney Morning Herald to the ABC and Business Spectator.

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