This article originally appeared on CMO.com.
While DMPs, social networks, and advertising giants like Facebook and Google struggle to combat data leakage with the unauthorized transfer of their data to the outside world, a more insidious type of leakage is draining ad dollars largely unchecked.
Advertisers and agencies are investing a great deal in targeting technologies like DSPs and DMPs, which account for about 30 percent of the $20 billion being spent globally in programmatic. Even so, only a small percentage of programmatic campaigns have creatives that completely match each targeted audience. In fact, up to 97 percent of programmatic campaigns lack a targeted creative for each audience segment, according to research by AppNexus.