Research by AdRoll has found that digital advertisers are planning to increase their spending on programmatic advertising more than any other form of advertising this year, with two thirds saying they were going to increase the amount they spent.
Programmatic ads are those that are automatically bought and placed by software rather than by humans.
The key reasons given to explain this rise are the increased ROI and time-saving elements associated with programmatic.
When looking at the benefits advertisers had seen as a result of using programmatic advertising, the advantages of the method become clear. A staggering 87% said they had seen a greater return from programmatic compared to non-programmatic.
The report also looked at attribution, the method whereby advertisers can infer what caused a user to land on a site, and found that it was being seen as increasingly important.
84% said they saw attribution as something either “critical” or “very important” to track, an increase of 140% on the previous year.Â
