March 2014 research by the Association of National Advertisers (ANA) and Forrester Consulting found that more than half of marketers studied didn’t understand programmatic well enough to buy and execute campaigns with it.
Just under one-quarter of US client-side marketers were using programmatic. Among those whose firms had done programmatic buying in the past year, the top media purchase was online display, cited by 77% of respondents. However, ANA and Forrester noted that buying had extended beyond display to media such as online video, social and mobile. Read the rest at eMarketer.