Programmatic Buying - Watchouts & Solutions

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Programmatic buying remains a huge opportunity as marketers are allocating a greater proportion of their media spend to programmatic while expanding its use well beyond online display to include all media types. Programmatic offers the benefits of targeting and efficiency, but also has many challenges including a lack of transparency and higher levels of fraud. A new ANA/Forrester Research survey provides a view on the "current state of programmatic" among the client-side marketing community while offering recommendations for marketers to improve the effectiveness of their programmatic advertising.