IAB Study: Mobile Marketers Are Gung-Ho About Programmatic, But Few Are Using It

Only 27 percent of execs have bought automated ads

Despite the massive shift toward programmatic buying for online ads over the past few years, only a small group of mobile marketers are using the media-buying tactic, according to a new study from the Interactive Advertising Bureau.

The IAB is releasing its 2015 "Marketer Perceptions of Mobile Advertising" report today, which was conducted by Ovum and is based off answers from 200 marketing executives. This is the third year the IAB has published the report, but it's the first year respondents were asked specifically about programmatic buying.

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