The ROI Dilemma Marketers Face With Programmatic Advertising

Marketers struggle to accurately report ROI on programmatic advertising due to a lack of transparency and addressability in the programmatic supply chain. A survey of 221 US marketing decision-makers found that 94% of respondents said executives at their firm scrutinize how digital media spend is performing, but only one-third can demonstrate and report the ROI with complete accuracy.

The survey also found that data siloed within buying and selling systems (55%) and lack of visibility into media performance across touchpoints (37%) are key issues that make the programmatic supply chain less transparent.

The report from MediaMath and Forrester Research was based on data from a survey conducted in May 2020. It concluded that marketers need transparency and addressability to increase the effectiveness of their ad spend.