The Visibility Gap in Programmatic Buying
It’s harder than ever for programmatic buyers to get a clear, panoramic view of the marketplace. To learn more about this issue and its effects, we surveyed dozens of DSPs and compiled the findings in a new report. Some highlights:
- Though inventory volumes are skyrocketing, most exchanges still deliver audience, pricing, and performance data using outdated methods.
- Even the most sophisticated buyers struggle to make sense of these massive transactional datasets.
- Reduced buyer visibility ripples across the industry: throttled spends and sub-optimal performance for everyone, including exchanges and publishers.