While programmatic media buying has become a fixture in the United States, United Kingdom and other select markets, it has been slower to take hold elsewhere. This is changing rapidly due to the growing accessibility of data and technology, as well as a broader awareness of how programmatic buying can drive business growth and audience development.
This white paper, published by the Winterberry Group in partnership with the Interactive Advertising Bureau, explores these dynamics and presents a snapshot of how publishers, marketers and technologists are “going global” in their practice of programmatic advertising.
The white paper covers:
Criteria used to distinguish markets that are ideal for “going global”
Common roadblocks to global expansion
International growth opportunities in programmatic advertising