Performance Marketing

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

Only 27 percent of execs have bought automated ads

By Lauren Johnson

March 30, 2015

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.

Lauren Johnson
@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.
Recommended articles
You Might Like

Webex and GoDaddy CMOs Share How They Build Genuine Connections Through Emotional Storytelling

By Julie Cullinane

A Playbook for Thriving in the Post-Cookie World

By TransUnion

Post-Pandemic Shopping Could Create Explosive Growth, But Are You Prepared?

By Celiena Adcock, Head of Go-to-Market and Global Business Marketing, Honey

Cross-Screen TV Measurement Is the Key to Unlocking Today’s Upfronts

By Christine Grammier

{"channel":"elasticpress","title":"Recommended","post_types":["post","page"],"lineup_id":"54851","since_qty":30,"since_time":"d","until_qty":0,"until_time":"m","q":"","num_posts":0,"vertical":"performance-marketing"}