Too many marketers still do not completely understand how to use performance marketing to its full potential through programmatic channels, according to “Performance Marketing Actually Performs,” a study released by programmatic platform MediaAlpha.
The survey, commissioned by Forrester Consulting to evaluate the current state of performance marketing, identified a major knowledge gap among marketers.
In fact, 30% of marketers surveyed said they weren’t even aware they could buy performance marketing programmatically. Some 27% said they don’t understand the benefits, and 21% said they don’t know enough about how performance marketing channels work to pursue a programmatic approach.
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