MediaRadar’s 2016 Consumer Advertising Report, analyzing ad spend, formats, and ad buying patterns among marketers, found that programmatic ad buying declined 12% in Q1 of 2017 vs. Q1 2016.
According to the ad sales intelligence platform’s data, 45,008 advertisers purchased ads programmatically in Q1 2016, while in Q1 2017, the number of programmatic advertisers dropped 12% year-over-year, down to 39,415.
“For many years, the transition of dollars from direct ad buying to programmatic seemed inevitable, and impossible to roll back. But the near-constant drumbeat of concern over brand safety and fraud in the first six months of 2017 has slowed the tide. There is more buying of direct advertising, especially sponsored editorial, and programmatically, there is a ‘flight to quality.’ Investment is moving actively into private marketplace programmatic,” Todd Krizelman, MediaRadar’s CEO and co-founder, shared with Digital Daily News via email.