LONDON — \u00a0Advertiser interest in programmatic is growing, but more work needs to be done to better describe and allay fears over the phenomenon, says an exec representing both buy- and sell-side.<\/p>\n

The make-up of attendees to an Internet Advertising Bureau UK conference on the topic has gone up from 10% advertisers last year to 40% this year, IAB UK\u00a0data and industry programmes head Steve Chester<\/a> tells Beet.TV.<\/p>\n

“There’s still a bit of fear around how it works,” he says. “A\u00a0key advertiser said it sounds like the techies are taking over.\u00a0Marketers are quite fearful that they are losing control.<\/p>\n

“It’s not about that. It’s about human decision-making but using data on top \u2026 to make informed decisions.” Chester says programmatic can bring much-needed efficiencies to an online ad process that takes too many steps just to get an ad online.<\/p>\n

This video was recorded \u00a0at the\u00a0Beet.TV programmatic video leadership summit<\/a>\u00a0sponsored by\u00a0Videology<\/a>, hosted by\u00a0Xaxis<\/a>\u00a0at the London offices of\u00a0GroupM<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

LONDON — \u00a0Advertiser interest in programmatic is growing, but more work needs to be done to better describe and allay fears over the phenomenon, says an exec representing both buy- and sell-side. The make-up of attendees to an Internet Advertising Bureau UK conference on the topic has gone up from 10% advertisers last year to […]<\/p>\n","protected":false},"author":15,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[3911],"tags":[2962,3167,3178,3211,3929,3942,5936,2782],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/23787"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=23787"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/23787\/revisions"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=23787"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=23787"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=23787"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}