United States
Innovation Global
Comparison
(Knowledge)
Global
Comparison
(Readiness)
Retail Media 0.93 0.98
CTV: In - Show 1.07 1.10
CTV: In - Break 1.05 1.03
Addressability
Solutions
0.90 0.89
AI/Machine
Learning
0.92 0.85
GLOBAL INDEX
How does the U.S. compare to other regions?
Read as: U.S. advertisers are 7% less likely to be familiar with Retail
Media solutions in comparison to other countries surveyed
Readiness
Knowledge
Average Readiness
3.84 **
Average Knowledge
3.96**
Ready
to
Execute
Artificial Intelligence Addressability Solution Retail Media
CTV: In - Show CTV: In - Break
96%
of marketers believe that programmatic
opens new opportunities for success
*Size of data point = perceived impact to success
(i.e. how much each innovation will impact performance)
n= 221
**Weighted averages out of 5 point scale
Innovation Readiness Matrix
3
