What Swiss marketers think about Programmatic Buying

Programmatic buying is still far from being familiar to all marketers.The aim of the survey was to explore the current corporate state of knowledge around programmatic buying in order to better understand how it is implemented within the various corporate advertising strategies. 43 percent of participants have never heard of programmatic buying. The proportion of the online advertising budget spent on programmatic buying is generally less than 20 percent. However, the majority of participants plan to increase their advertising spend using this technology.

Inventory quality has the greatest influence on the programmatic purchase of advertising space. The lack of transparency in the relevant media market is also considered important, particularly in French-speaking Switzerland. Other key issues: Brand safety (inappropriate environments on the Internet) and ad fraud (click fraud).

As far as models are concerned, it seems that in-house and hybrid models could become the trends of tomorrow. On the other hand, it seems that full transmission will lose ground.

241 Swiss marketers took part in the study. The composition of the sample is as follows:

The data for the study was collected using the tool LeFAC.ch elaborated.