23%
23% -- programmatic adoption rate for US marketers (2015)
Only 23% of marketers surveyed in a study by the Association of National Advertisers and Forrester stated they understood programmatic and used it to execute their campaigns.
- Metric specifically requires both understanding programmatic and using it to execute campaigns
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Survey conducted by the Association of National Advertisers (ANA) and Forrester; survey date not specified in article (published March 2015). Measures marketers who said they understood programmatic and were using it to execute campaigns.
<blockquote cite="https://lighthousedata.io/data/marketers-programmatic-adoption-2015" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>23%</strong> -- programmatic adoption rate for US marketers<br><small>Source: Association of National Advertisers (ANA) and Forrester (2015) · <a href="https://lighthousedata.io/data/marketers-programmatic-adoption-2015" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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