Legacy Reporting Practices Hinder Programmatic Buying, According to Metamarkets Study

Investigation Found 42 Percent of Buyers Receive Data From Ad Exchanges via Spreadsheets

SAN FRANCISCO, CA – Metamarkets, the leader in real-time analytics for programmatic advertising, announced the release of “The Visibility Gap: How Legacy Reporting Practices Hinder Programmatic Buying,” a white paper that explores the impact of how exchanges provide data to buyers. Based on interviews with practitioners at more than 30 major buyers, the study uncovered a lack of adequate reporting practices across programmatic marketplaces, hindering spend. The white paper is now available to download.

As programmatic advertising has scaled, inventory discovery has become increasingly difficult. Programmatic buyers must analyze billions of buying opportunities scattered across thousands of publishers every day in order to efficiently plan and execute campaigns. This study investigates the myriad ways that exchanges communicate to buyers. Key highlights include:

  • 42 percent of buyers regularly get data from exchanges through spreadsheet attachments.
  •  55 percent of buyers said it was a challenge to aggregate all the data they needed from exchanges.

“The visibility gap between exchanges and their buyers hurts everyone, including publishers. You can’t buy what you can’t see,” said Mike Driscoll, Co-Founder & CEO of Metamarkets. “It produces a ripple effect across the industry: throttled spends by buyers, reduced fill rates for exchanges, and ultimately lower revenue for publishers. By providing the visibility that all markets need, we hope to accelerate the widespread adoption of programmatic media buying.”

About Metamarkets
Metamarkets provides an end-to-end analytics solution for leaders in programmatic marketing, including Twitter, Millennial Media, LinkedIn and Sharethrough. Its technology empowers business teams with real-time insights that increase performance, operational efficiency, and engagement with partners. With offices in San Francisco and New York, Metamarkets is backed by Data Collective, Khosla Ventures, Village Ventures, IA Ventures, and True Ventures. For more information, please visit www.metamarkets.com.

via MarketWire