Only a third of marketers are aware that their digital advertising activity involves programmatic trading, according to figures released by the CMO Club.
In a survey of 225 senior level marketers, the majority said they were only somewhat or “not at all familiar” with the concept of programmatic trading, while three quarters of respondents admitted they rely heavily on their agencies for digital campaign optimisation.
This means that programmatic strategies could be in use without clients’ knowledge, according to the report.
The figures were released within a newly-launched guidebook from the CMO Club and programmatic trading firm MediaMath in a bid to plug the gap in marketers’ knowledge of the digital ad trading marketplace.
Pete Krainik, CMO club chief executive and founder, said: “With high dollars at stake and lack of industry standardisation, chief marketing officers (CMOs) need guidance to help them quickly understand the key benefits their peers are seeing in deploying programmatic and a set of guiding principals they can trust for implementation.”
Rachel Meranus, senior vice president of marketing at MediaMath, added: “At MediaMath, we’ve seen first-hand the outcomes that CMOs are able to achieve within their organisations when they take a vested interest in understanding the programmatic marketing approach.
“This solutions guide will help accelerate a CMOs understanding of programmatic and guide them to greater marketing success.”