Barriers to programmatic advertising's use in Europe 2014

The graph shows types of barriers preventing the adoption of programmatic advertising in organizations from EU-5 countries (UK, Germany, Spain, Italy, France). In May 2014, 29 percent of respondents identified 'skills shortage' as the biggest obstacle.

Barriers preventing programmatic advertising adoption in EU-5 organiztions as of May 2014

Share of respondents
Skills shortage29%
No budget available26%
Lack of 'transparency'13%
Resistance from clients13%
Dictated policy12%
Fear of unknown12%
Internal resistance11%
Sceptical of programmatic6%
Resistance from agencies4%
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Release date

September 2014


France, Germany, Italy, Spain, United Kingdom

Survey time period

April and May 2014

Special properties

among marketers, media buyers, publishers and advertising agencies

Supplementary notes

The source does not specify the type of survey used.
Multiple anwers were possible.

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