- A study from the Interactive Advertising Bureau identifies a big opportunity for U.S. publishers and ad tech companies to expand programmatic audience development beyond the U.S.
- In the U.S., 58.6% of publishers are aggressively pursuing programmatic approaches to audience engagement, but only 17.2% are applying those approaches outside the U.S.
- The number one roadblock to global expansion, according to the survey, is a general “lack of understanding of audience development."
Programmatic audience development is experiencing many of the same problems any tactic might experience when trying to expand into other cultural markets. That doesn't mean expansion won't happen or that publishers and ad tech firms will not take advantage of the opportunities — it just means expansion must be carefully approached.