Although it has generated many problems and although it is viewed more and more critically by those responsible for marketing and advertising, programmatic advertising is a very important part of the day to day advertising investment. It has been integrated in an unquestionable way, no matter how much its weaknesses are criticized, in the day-to-day Vietnam Mobile Database of online advertising and in what companies and brands do. Marketers are, however, very clear about the lights and shadows of this advertising format. They are aware that it allows them to achieve certain things, but also that it incorporates certain burdens. A recent study by Ascend2 that has collected opinions from both B2B and B2C marketers helps to see this. 
Where do you think programmatic advertising is most efficient? Marketers are very clear that, what it works best for, is to reach the exact consumer they are looking for. Thus, 73% say that programmatic advertising is more effective for audience segmentation. Although the Brother Cell Phone List following points are positioned at a certain distance in percentages, the second most prominent value also goes in that direction. 41% of those surveyed point out that it is effective for targeting keywords. Behind these issues are retargeting (27%), contextual segmentation (26%), geo targeting (25%) and creative testing (22%). They also believe that it is very positive for increasing automation (20%).
In addition to visualizing where this format is especially positive and efficient, marketers also have a clear vision of where it provides concrete data. Asked about the metrics that most “significantly” measure the results of their programmatic advertising campaigns, respondents indicated that they do so by measuring the ROI of the campaign (61%). This system is accompanied by the ROAS (return on ad spend) for 38%, the CTC for 34, the CPC for 32 and the CTR for 24%. Less popular but also on the list is the VTC, view-thru conversion, which uses 15%. The main challenges of programmatic advertising Although these points appear on the benefits list and are among the good things marketers see, when you look at what challenges they see as prominent and most crucial in programmatic advertising, you see certain parallels with those points.
Thus, curiously and despite seeing it as one of the great benefits, segmentation is also seen as one of the great problems of programmatic advertising. 46% of those surveyed say that audience targeting is one of their main challenges when they do programmatic advertising and when they execute their strategy in that field. It is not the only problematic issue that marketers see in this type of advertising. They are also concerned about budget allocation (37%), personalization (32%), achieving ROI (30%), data quality (30%), and ad creativity (22%). More technical issues also appear on the list: 21% are concerned about program and channel management and 8% are concerned with artificial intelligence and machine learning.
