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.

@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.