Ascend2’s report points to some of the challenges and opportunities in programmatic advertising at a time when many marketers are cutting back on their budgets and looking to stretch their dollars further amid an economic downturn following months of coronavirus-related shutdowns. One of programmatic’s big appeals for marketers has been its ability to improve the efficiency of online ad buying, a characteristic that is quickly changing along with the broader landscape during the pandemic, Ascend2 said.
