Going Global: Programmatic Audience Development Around the World

IAB and Winterberry Group Study

The recent survey and whitepaper from IAB and Winterberry Group entitled, “Going Global: Programmatic Audience Development Around the World,” finds that there is an international growth opportunity for companies with expertise in building programmatic advertising programs, and details the priorities of U.S. and global companies seeking to expand beyond their traditional geographic borders.

To encourage worldwide expansion of programmatic marketing, the paper highlights seven key factors that typically characterize markets that are well suited for new or expanded investment:

  • 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 utilize 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