Programmatic is top choice for buying top ad formats

Washington, DC, November 18, 2021

To gain a better understanding of perceptions of programmatic advertising, particularly supply path optimization (SPO), IAS partnered with Ipsos, one of the leading insights and analytics companies, to survey U.S. digital media experts who buy digital ads programmatically.

This research shows how media experts are using SPO to increase the effectiveness and efficiency of their programmatic advertising campaigns across formats and environments.

Key Takeaways

• Half of brands and agencies report that at least half of their advertising budget is used for programmatic technology, especially video in social and mobile environments.
  • 71% of ad buyers currently buy social video ads programmatically
  • 61% of ad buyers currently buy mobile web video ads programmatically
  • 52% of ad buyers say half or more of their advertising budget is transacted programmatically
• Brands and agencies view the reach of programmatic as a top benefit, but they also worry about diminished levels of transparency.
  • 54% of ad buyers say maximizing audience reach and scale is the primary benefit of programmatic advertising
  • 42% of ad buyers say lack of transparency is the primary challenge with programmatic advertising
• As more budgets flow to programmatic advertising, media experts are embracing Supply Path Optimization for identifying low-cost, transparent buying channels.
  • 60% of ad buyers are currently implementing supply path optimization strategies
  • 96% are satisfied or very satisfied with their supply path optimization strategy
  • 50% say increasing campaign effectiveness is the main SPO benefit
• Nearly all media experts are already implementing or planning to implement third-party services or technology solutions.
  • 95% are implementing/planning to implement third-party services or solutions for supply path optimization
  • 57% currently partner/plan to partner with external consultants to audit their supply chain
  • 48% currently implement/plan to implement third-party supply path verification and monitoring technology
• Media experts are divided regarding the party responsible for programmatic advertising strategies and activities. Additionally, brands and agencies do not see eye to eye when it comes to the party most responsible for monitoring media quality nor do they agree on who should take the lead in most SPO tasks

About the Study

These are the findings from an Ipsos poll conducted online in English between June 14 and 25, 2021 on behalf of IAS. This poll is based on a sample of 200 brands and agencies.

The sample for this study was randomly drawn from Ipsos’ online panel (see link for more info on “Access Panels and Recruitment”), partner online panel sources, and “river” sampling (see link for more info on the Ipsos “Ampario Overview” sample method) and does not rely on a population frame in the traditional sense. Ipsos uses fixed sample targets, unique to each study, in drawing a sample. After a sample has been obtained from the Ipsos panel, Ipsos calibrates respondent characteristics to be representative of the U.S. Population using standard procedures such as raking-ratio adjustments. The source of these population targets is U.S. Census 2018 American Community Survey data. The sample drawn for this study reflects fixed sample targets on demographics.

Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 7.9 percentage points for all respondents.

A link to the IAS report can be found here.

For more information on this news release, please contact:

Jennifer Berg
Research Director, US   
Public Affairs   
+1 773 251-0171
[email protected] 

Kate Silverstein
Communications Manager, US   
Public Affairs   
+1 718 755-8829
[email protected] 

About Ipsos

Ipsos is the world’s third largest Insights and Analytics company, present in 90 markets and employing more than 18,000 people.

Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers or employees. We serve more than 5000 clients across the world with 75 business solutions.

Founded in France in 1975, Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF 120 and the Mid-60 index and is eligible for the Deferred Settlement Service (SRD).

ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com