Source: IAB/Winterberry Group
Notes: A majority of US and US-based advertisers, publishers and global technology and service providers surveyed by the IAB and Winterberry Group are pursuing data-driven programmatic approaches to audience engagement in markets outside the US, per the study. Tech solutions and service providers appear to be at the forefront of this trend, with a majority actively pursuing such capabilities – compared to one-third of advertisers and publishers doing so. Key barriers include a lack of understanding of “audience development” across markets as well as concerns about the ability to generate results at the needed scale. (more…)