Now back to the STRATA study where additional information was provided on the buying platform about to take radio by storm. STRATA says programmatic has steadily been gaining the confidence of ad agencies. While 46% of agencies report they are still unsure if they trust programmatic to execute their ad buys, 20% do trust programmatic, a 49% increase from last quarter, while only 11% say they do not trust it, a drop of 32%. Compared to a year ago, 244% more say they are using programmatic to carry out between 20-40% of their business (17% of agencies overall). Thirty-nine percent use programmatic for 10-20% of their ad buys, an 18% increase from a year ago. The biggest remaining concern regarding programmatic, however, is transparency into inventory sources (54% of agencies) followed by quality of inventory (50%).
