New findings show the U.S. is the most prepared market when it comes to areas like retail media, but concerns arise for all around addressability and AI

TripleLift, a leading ad tech platform, has launched its Global Innovation Readiness Scorecard to assess how prepared marketers are for advancements in Retail Media, Connected TV (CTV), addressability, and artificial intelligence (AI). This scorecard aggregates and analyzes responses from hundreds of marketers in the U.S., UK, Germany, and France.

• Scoring Methodology:
  • Scores were determined on a 100-point scale based on 40% familiarity, 40% preparedness, and 20% perceived impact.
• Programmatic Advertising Growth:
  • Programmatic advertising has experienced double-digit growth in innovative solutions over the past six months.

Retail Media:

• Market Readiness:
  • 67% of U.S. marketers are ready for changes in retail media.
  • 71% are familiar with existing retail media solutions.
• Future Success:
  • One in five advertisers believe retail media will be a top innovation driver in 2024 and beyond.
• Global Comparison:
  • The U.S. leads in readiness for retail media programmatic solutions, with similar scores in the UK, Germany, and France.
• Offsite Solutions:
  • 55% of U.S. marketers plan to increase spending on offsite advertising next year.

CTV (Connected TV):

• Familiarity and Preparedness:
  • 83% of U.S. marketers are familiar with CTV.
  • 78% are prepared for CTV, giving it a readiness score of 73.

Addressability and AI:

• Awareness and Implementation:
  • 70% of marketers are familiar with addressability; 64% are prepared.
  • 71% are familiar with AI; 57% are prepared.
• Readiness Scores:
  • Addressability scored 63, and AI scored 60.

Statements from Leadership

• Ed Dinichert, Chief Revenue Officer:
  • Emphasized the limitless opportunities in retail media for creative and data-driven advertising.
• Samantha Powers, VP of Research and Insights:
  • Highlighted the optimism around retail media and the need for further education on barriers and success metrics.

Research Methodology

• Survey Details:
  • Conducted online in partnership with Advanis and RepData.
  • Included responses from 832 programmatic advertisers across the U.S., UK, France, and Germany.

Benefits and Opportunities

• Marketer Insights:
  • Provides a comprehensive understanding of marketers' readiness for key innovations.
• Global Perspective:
  • Offers a comparative analysis of preparedness across different regions.
• Strategic Planning:
  • Helps marketers identify areas needing improvement and prepare for future advancements.

TripleLift’s Global Innovation Readiness Scorecard reveals significant insights into how marketers are preparing for the future of digital advertising. By highlighting strengths and areas for improvement, TripleLift aims to support marketers in leveraging new opportunities in Retail Media, CTV, addressability, and AI.