22% of UK brands plan to shrink programmatic ad spend

Dive Brief:

  • More than one-fifth of U.K. brands, or 22%, plan to decrease their spending on programmatic advertising due to concerns over cost and performance, according to a QueryClick survey reported on by The Drum. Forty-one percent of respondents said they’ve lost trust in the buying method because of widespread ad fraud.
  • Just 40% of the 150 marketing executives surveyed said they believe their digital ads were seen by people in 2017, while 7% thought the proportion viewed by humans versus bots was at least 80%.
  • Among the brands planning to decrease programmatic ad spend, 46% said their shift is driven by a lack of alternative buying options, 41% said it’s due to a lack of pricing transparency and 39% blamed concern over where their ads would be placed.



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