The increase of programmatic buying across devices is undoubtably having an effect on today’s advertising agencies. The murky ecosystem of the buying landscape is already packed full of various players, making cutting through the clutter extremely tough. eMarketer recently reported, along with Strata, that "nearly 60% of ad agency professionals were fearful about the inventory quality available when engaging in programmatic buys,” up 12% from the previous year. Additionally, over half of the professionals surveyed stated that transparency of inventory was a fear.
Finding true transparency in the programmatic world isn’t easy. Few ad intelligence tools have programmatic data, and only Pathmatics offers spend and impression data for direct and programmatic buys. This transparency, by creative, detailing the exact journey the ad made from availability to impression shows the agency professional exactly which partner placed them on a specific site. The ability to dive deep into the creative level to examine the quality of your own programmatic placements drives more efficient ad buys, and a more agile, competitive strategy.
Read the full story on eMarketer here.