The State of Programmatic Media Buying

The Association of National Advertisers (ANA) has released new research on how the overall ANA member community is conducting programmatic media buying. Programmatic media buying is defined as the automation of media buying and selling processes and decisions, enhanced through data.

The survey revealed that a great majority (85 percent) of marketers who are members of the ANA are currently conducting programmatic initiatives, either in-house or with an agency, and that more than a third of respondents (35 percent) have reduced the role of external agency(ies) as a result of the expansion of their in-house programmatic media buying capabilities. This is a notable increase from ANA/Forrester 2016 study that found 14 percent of ANA marketers doing this.

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"The State of Programmatic Media Buying." ANA, 2017.