Programmatic audience segmentNearly all (98%) of U.S. publishers are using a “data-driven, programmatic” approach to audience engagement according to a new study. In other words, most U.S. publishers are now using data to create audience segments which allow advertisers to utilize programmatic technologies to make audience-based buys.

This number was published in “Going Global: Programmatic Audience Development Around the World,” a recent survey and whitepaper from the IAB and Winterberry Group. The study, which surveyed over 200 marketers from across the globe, also found that over half (58.6%) of publishers are “aggressively pursuing” a data-driven way to sell their inventory outside of the U.S., while 27.6% are not. However, all those surveyed anticipate more investment in programmatic and audience-based trading overseas in the coming years.

“I don’t think there’s any country or region that doesn’t want to go down this path of expanded investment in programmatic marketing,” the report quotes a U.S.-based hardware manufacturer global marketing exec as saying. “There’s a definite acknowledgement that it’s a better way to do business.”

The number one hurdle that marketers must overcome is gaining an understanding of how to create international audience segments. Second to this, international marketers must have a better fundamental understanding of programmatic technologies and how they can be utilized.

Lastly, the report ranks countries around the globe in five key areas of programmatic advertising: ability to create audiences, understanding of the programmatic marketplace and its technologies, transparency/openness to new players, access to data, access to technology and the means to use it, measurement standards and potential to scale:

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(Graph Credit: MediaPost)