In February 2016, The New York Times expanded their programmatic advertising internationally in a plan to double digital advertising revenue by 2020.
Globally, programmatic advertising is expected to grow 31% in 2017.
With the increased adoption of programmatic advertising both nationally (84% of total digital ad spend) and internationally, updated and new capabilities are coming in to play as advertisers want to reach more customers. Even more specifically, the targeting available internationally to advertisers.
Many advertiser’s first question when wanting to launch an international campaign is, “Is there 3rd party data relevant to specific regions and will it work anywhere?” Followed by, “Do contextual site categories and contextual keywords actually work internationally?” The short answer, yes. Many different categories are available among the different languages worldwide. However, at this point in time, Russian, Greek, Arabic, or Asian languages do not work for contextual keyword targeting. Additionally, most third-party data is only available in the EU is not nearly as robust as the data advertisers can gather in the US. Europe has more stringent data collection laws than the US, making it hard for advertisers to collect information from users unless the user opts into it.
Additionally, international IP address targeting is available to advertisers and has been successful in past campaigns. Choozle is able to source and target IP Addresses and match CRM profiles worldwide. While it is possible, it’s important to note that it may be more difficult to target this information in certain countries depending on data privacy legalities. Even with some of the boundaries that could hold an international IP targeting campaign back, Choozle has been able to successfully target IPs and CRMs in many countries and expects this to continue to grow!
The programmatic market internationally is still in the first stages of growth. Data is being collected and targeting is available, though not quite to the level that the US is able to generate. While adoption continues to grow, and more advertisers internationally invest in running programmatic, advertisers should expect better data and better targeting to follow.