Survey of Creatives Finds a Major Gap in How Advertisers and Brands Use Data

Programmatic is still misunderstood

Programmatic advertising is a term thrown around a lot in the world of digital advertising, but a survey of creatives suggests many agencies still don't understand exactly what programmatic is.

According to research released today by the ad-tech company Turn, a survey of more than 200 creatives in the U.K. found that only 59 percent of respondents from large agencies have worked on programmatic campaigns. However, a mere 11 percent of small agencies were even confident that they knew what "programmatic" meant.

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