May 11th, 2017 by Sam Del Rowe

75 percent of marketers are concerned about a lack of data transparency in programmatic advertising, according to a survey conducted by research firm Industry Index on behalf of Metamarkets. Additionally, 41 percent of respondents reported that they would not significantly increase their programmatic budgets until data transparency is improved.

The study yielded a number of other insights regarding marketers’ demands for increased transparency in the programmatic space. 32 percent of marketers cited “a lack of transparency” as the largest factor inhibiting the future growth and scale of programmatic marketing, while 16 percent said that they distrust at least 30 percent of their data. Additionally, 74 percent said that they would increase their spend in programmatic advertising by at least 11 percent if they had access to more transparent data. Furthermore, 73 percent agreed or strongly agreed that a unified set of transparency standards would motivate them to shift their budgets toward more transparent vendors.

“These results show that marketers realize greater transparency drives better performance, and they’re willing to back up that belief with their checkbooks,” Mike Driscoll, CEO at Metamarkets, said in a statement.  “This reinforces a trend that our clients, some of the world’s largest media marketplaces, have witnessed: greater transparency leads to higher marketing spend.”

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