Programmatic advertising, with its ability to target users with known behaviors, is rightly heralded as a dramatic improvement on the old spray and pray of display advertising. But its implementation requires a healthy tech stack and marketing strategy. Last-click attribution is insufficient in showing the true value of programmatic advertising to marketing as a whole.
Programmatic marketing has gained serious traction in the past few years. Naturally, this means the problems that come with it have advanced too.

Take a glance at the top challenges that face companies regarding programmatic advertising:

• 31% reported that targeting the right audience is their important challenge regarding programmatic advertising.
• 31% indicated that measurement and metrics is a challenge for their companies about programmatic advertising.
• 26% mentioned that they are facing the lack of knowledge challenge in their programmatic advertising.

A Graph Shows The Challenges of Programmatic Advertising that Face Companies, 2018.