Programmatic advertising challenges 2022

During a 2021 global survey carried out among strategic ad technology investment decision-makers, it was found that connecting demand-side platforms (DSPs) with other marketing tools was the largest programmatic advertising challenge, named by 32 percent of respondents. Second place was taken among director+ strategic ad technology investment decision-makers by four challenges: verifying the quality of buys/verifying that buys meet my organization’s standards, getting enough addressable reach, differentiating/customizing ads and strategy, and orchestrating consistent customer journeys across inventory sources and devices.

Leading programmatic advertising challenges according to ad technology investment decision-makers worldwide in 2022

Characteristic	Share of respondents
Connecting demand-side platforms (DSPs) with other marketing tools	32%
Verifying the quality of buys/verifying that buys meet my organization’s standards	31%
Getting enough addressable reach	31%
Differentiating/customizing ads and strategy	31%
Orchestrating consistent customer journeys across inventory sources and devices	31%
Limiting media waste through effective frequency management	30%
Maintaining historic levels of media performance	29%
Proving the value of it due to measurement gaps	28%
Reconciling data across multiple platforms using different identity approaches	28%
Reaching the right audience	28%
Managing multiple audience data sources and tools	28%
Finding premium inventory	26%

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Release date

June 2022

More information

Region

Worldwide

Survey time period

August 2021

Number of respondents

1,065 respondents

Special properties

among director+ strategic ad technology investment decision-makers

Supplementary notes

Original question: “Thinking ahead, what do you think your organization’s biggest programmatic challenges will be in 12 months’ time?”
The source does not provide information about the type of survey used.

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