Future-Proofing Adtech Partnerships

From brand safety to sustainability, today’s advertising and marketing leaders have a lot on their minds. Whether it’s identifying ways to collaborate with publishers to access new inventory in a scalable way or working on optimizing supply paths, all of it is important to achieving optimal results. Equally important is partnering with an adtech provider that fully understands these challenges and needs.

We recently partnered with our Sharethrough colleagues to commission Forrester Consulting to conduct a study of US advertising and marketing leaders to better understand their approaches to programmatic planning and selecting adtech partners.

The study of key brand and agency decision-makers focuses on their current challenges, future goals, and priorities to offer insight into what’s on their mind when it comes to customer satisfaction, sustainability, brand safety, and more.

Key findings from the study include:

• 67% reported SPO as a top programmatic challenge
  When asked: How challenging are the following programmatic advertising initiatives at your organization?

• 79% report considering environmental and social issues when directing ad spend
  When asked: How much do you agree or disagree with the following statements?

• 53% indicate they are planning to leverage curation in their programmatic strategy for data privacy and control within the next two years
  When asked: In what ways are you currently using or planning to use curation as part of your programmatic strategy?