The turmoil of 2020 has decimated sales and revenue for many, and ad budgets have taken a hit. Brands and agencies are now allocating their media strategies in precarious times, and they face an unprecedented imperative to generate maximum ROI from every cent they invest.
Yet new research into nearly 300 brand and agency professionals shows that buyers are struggling to budget effectively across all platforms and ad formats. At the core of the problem: They’re neglecting to assess which ad exchanges and allocation decisions have actually been performing best. In this report, you’ll learn:
- Why buyers are struggling to tailor budgets to specific formats and channels
- Why private marketplaces are rapidly gaining adoption
- Why most advertisers think DSPs can make performance decisions on their own — and why experts say they’re wrong.
- How to optimize spend based on analysis of past ad performance
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