SPO strategies boost programmatic ad buys in the US

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 03, 2022, 11:05 AM UTC

Programmatic buying is estimated to cross $154 billion in spending in 2021, as advertisers implement supply path optimisation (SPO) strategies, as per Integral Ad Science (IAS).

According to a survey of US companies and agencies, 80% of advertisers say programmatic buying accounts for one-third or more of ad spend. 52% of advertisers say currently over half of their advertising budget is bought programmatically.

When it came to top formats, social video (71%), mobile web video (61%), and mobile app video (60%) ranked the highest. CTV at 38% and digital audio at 37% were also bought programmatically.

Audience reach and scale is the main benefit of programmatic advertising, according to 54% of programmatic buyers. Moreover, 95% of ad buyers will improve SPO efforts by collaborating with external consultants or using supply path verification tech. 60% already use SPO strategies to enhance campaigns.

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