New research from Interactive Advertising Bureau (IAB) and Winterberry Group has revealed some interesting finding about the programmatic landscape in the United States according to their “Going Global: Programmatic Audience Development Around the World” report. It was conducted across 145 advertisers, publishers, technology service providers in the US. According to the data, only 1.7 per cent of respondents said they are not pursuing a programmatic marketing strategy, while 56 per cent said they’re “aggressively pursuing” the channel. Most of the publishers who responded said they have a predominant market focus, and English-speaking markets including the UK, Canada and Australia, some stated intentions to expand their programmatic marketing programmes to Brazil and China in the next two years.
What Do Publishers Want From Programmatic Solutions?
The data also revealed that more than half (52 per cent) of respondents ranked the “availability of third-party data” as the most important prerequisite for success. They also indicated that the biggest barrier to global expansion is a “lack of understanding of audience development”, with 34 per cent of marketing, ad tech executive and publisher respondents citing this as a problem.
7 Key Areas To Create Success With Programmatic:
- Embrace of the Audience: Advertisers in each market must be able to discover audience trends based on data and use these observations as the foundation of their advertising, marketing or media strategies.
- Programmatic Know-How: Advertisers in each market must have a deep understanding of programmatic advertising and how it relates to specific use cases.
- A Transparent, Open Market Culture: Marketplaces must be free and fair for all entrants, with significant protections against fraud and other adverse effects.
- Data: Third-party audience data must be readily available and legally obtained via consumer-friendly means.
- Technology—and the Means to Use It: The technology required to identify and develop audiences must be readily available, as well as the expertise required to utilise it.
- Standards in Measurement and Accountability: Each market must commit to developing and maintaining a set of universal standards to govern audience identification, measurement and valuation.
- An Opportunity to Build Scale: Each market, either independently or combined with other markets, must offer an audience population that drives value for all parties.
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