Only a third of marketers are aware they are using programmatic trading in their digital advertising activity, CMO Club survey finds

By Angela Haggerty | Reporter

September 29, 2014 | 2 min read

Only a third of marketers are aware that their digital advertising activity involves programmatic trading, according to figures released by the CMO Club.

Programmatic Trading

Paper: The CMO Club and MediaMath have released a programmatic guide

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.”

Copies of the guidebook can be downloaded here.

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MediaMath helps the world's top brands deliver personalized digital advertising across all connected touchpoints. Over 9,500 marketers in 42 countries use our demand-side platform every day to launch, analyze, and optimize their digital advertising campaigns across display, native, mobile, video, audio, digital out of home, and advanced TV formats. Founded in 2007 as a pioneer in "programmatic" advertising, MediaMath is recognized as a Leader in the Gartner 2020 Magic Quadrant for Ad Tech and has won Best Account Support by a Technology Company for two years in a row in the AdExchanger Awards.

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