![Degree Of Programmatic Audience Engagement, July 2014 [CHART]](https://www.marketingcharts.com/wp-content/uploads/2014/07/IABWinterberry-Globalization-Programmatic-Audience-Engagement-July2014.png "Chart - Degree Of Programmatic Audience Engagement")
A majority of US and US-based advertisers, publishers and global technology and service providers surveyed by the IAB and Winterberry Group are pursuing data-driven programmatic approaches to audience engagement in markets outside the US, per the study. Tech solutions and service providers appear to be at the forefront of this trend, with a majority actively pursuing such capabilities – compared to one-third of advertisers and publishers doing so. Key barriers include a lack of understanding of “audience development” across markets as well as concerns about the ability to generate results at the needed scale. Source: IAB/Winterberry Group
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