Marketers trust programmatic more than agencies, AMAA survey reveals

May 18, 2017 10:23

Australia’s marketers are more trusting of programmatic systems than their agency counterparts – but the majority of the industry still believes there is a major trust issue with digital platforms.

Josanne Ryan says there is a major gap between agencies and marketers in trust perceptions

A survey of more than 300 marketers and agency executives by the Audited Media Association of Australia (AMAA) highlighted a growing gap between the level oversight platforms such as programmatic, social, video and mobile receive, and the expectations of the industry.

Just a year ago 21% of respondents said there needed to be more oversight of social media, but the figure ballooned to 53% in the latest survey on the back of major questions being raised about platforms such as Facebook.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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