According to a survey conducted by Adobe in February 2019, 49% of US internet users said that TV was one of the mediums where they were most likely to see a relevant ad, while just 12% said the same about streaming video.
There are many perceived advantages to programmatic advertising, most of which revolve around lower costs and the ability to harness data.
In response to a November 2018 survey by Digiday Research, 56% of US agency and brand media buyers said that increased targeting and optimization was the biggest advantage of programmatic advertising.
But if viewers still find TV ads to be more relevant, then programmatic may not be as effective as some marketers perceive it to be.
Consumer sentiment does indicate that ads are becoming more relevant overall. In the Adobe study, 46% of consumers felt that the ads they saw currently were more relevant than those they were served a year prior.
But, most marketers can agree, there’s still a long way to go before personalization is perfected. Read the rest at eMarketer.