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.
About the Data: The report’s findings are based on an online survey of more than 145 advertiser, publisher, service provider and technology leaders sourced through U.S. IAB membership (and compiled between May and June 2014). Though the panel primarily represents companies based in the US, it includes substantial representation from both US-based global companies (as well as non-US companies that are members of IAB in the US).