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Global Innovation Readiness

Published Date

Explore the results of our Global Innovation Readiness survey.

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Background

Programmatic advertising has been in a constant state of adaptation since its inception—and innovation readiness has always been crucial to success in this area. Through the quickly changing consumer media behaviors, the introduction of new devices, and the ever- evolving formats, it leaves marketers with little time to create efficiencies and still stay ahead of the trends. However, those elements will seem like drops in a bucket compared to the wave of innovation that’s taking over our ecosystem. There has been no greater expanse of innovation than what we’ve seen over the past 6 months and what we’ll continue to see through 2025.

Are advertisers ready to change their behavior to adapt to these new technologies? Do they have the information and resources needed to move forward with confidence and see success?

Let’s find out!

Global Innovation Readiness Survey Results

Table showing the global innovation readiness scores for advertisers in the United States.
Table showing the global innovation readiness scores for advertisers in the United Kingdom.

Table showing the global innovation readiness scores for advertisers in France.
Table showing the global innovation readiness scores for advertisers in Germany.

Takeaways

Addressability

The global advertisers are ready to see these innovations in action. More than 2-in-3 advertisers are familiar and ready for these innovations to take flight. However, there is a lot of room for understanding the impact each of these innovations play in a campaign’s success.

Retail Media

Advertisers across the globe are ready and willing to execute on innovative solutions. However, there is still knowledge to gain around impact and regional intricacies/barriers. While the responsibility for educating on these ad innovations is divided between AdTech, Publishers/Retailers, and Industry Associations, advertisers see AdTech (SSPs/DSPs) as their main resource for knowledge.

CTV

CTV will continue to take over linear regarding ad spend, yet at different rates by region.

Nascent markets need improved scale as consumer behavior shifts, while mature markets seek unique inventory and formats.

AI

Educating advertisers on the benefits of AI beyond creative will allow for expedited efficiency across the programmatic ecosystem.

Concerns around data + privacy should be addressed within these conversations.