Programmatic Advertising Trends: Top Tactics, Challenges, and Metrics

Advertising & Promotions — Tue., Jul. 21, 2020

Marketers say audience targeting is the most effective programmatic advertising tactic, according to recent research from Ascend2. Of the tactics surveyed, 73% of marketers said audience targeting was most effective, followed by keyword targeting (41%) and retargeting (27%).

When executing a programmatic advertising strategy, marketers cited audience targeting (46%) and budget allocation (37%) as the top challenges. The most meaningful metrics for judging the effectiveness of campaigns were return on investment (61%) and return on ad spend (38%).

The report was based on a survey of 264 marketers from B2C, B2B, and hybrid firms conducted in May 2020. Marketers were asked to rate tactics, challenges, and metrics related to programmatic advertising.

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