There is a new report from MediaRadar, programmatic advertising in the US dropped substantially in the first quarter of 2017 from a year ago. At the same time, native ad placements have surged during the same time period. According to the company, even though there isn’t a one-to-one correlation, there is still a relationship.
In the report, which tracks thousands of advertisers and ad buys across digital and traditional media channels, programmatic declined 12 percent year over year. The report attributes this to brand safety concerns and the black-box nature of programmatic placements.