Digiday+ Research deep dive: Marketers remain invested in programmatic, but agencies show less confidence than brands

Marketers overwhelmingly invest in programmatic ads, with increasing budgets. Agencies show even higher growth in programmatic investments, becoming the largest group in the category.

Programmatic ads are a dominant factor in ad budgets, with higher adoption rates compared to other forms of advertising like email newsletter sponsorships or direct-sold site display ads.

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