The annual Attitudes to Programmatic Study reveals great confidence of advertisers, publishers, agencies and AdTech companies in the growth of the area. With 57% of all non-social display spend being already transacted programmatically in 2021, this year will show a steady growth as well. The main drivers of growth are emerging channels: Connected TV, Audio, Digital OOH.
At the same time, the economic recession could make certain adjustments to the plans of advertisers. A significant part of the respondents put cost efficiencies as the main factor and the main barrier for choosing advertising channels.
Another important factor influencing preferences is the Quality of Media, which has led to a significant increase in Programmatic Guaranteed deals as the main operational model.