Triplelift Launches Global Readiness Scorecard, Showcasing Ai, Retail Media, Addressability And Ctv Preparedness Levels

TripleLift, the ad tech platform elevating digital advertising across every screen, launched its Global Innovation Readiness Scorecard, showcasing how marketers in the U.S. and across the globe are prepared for advancements in Retail Media, CTV, addressability and AI. The scorecard determined specific scores on a 100 scale taken through aggregation and analysis of surveyed responses of hundreds of marketers across the U.S., UK, Germany and France. Responses were weighted by 40% familiarity, 40% preparedness and 20% perceived impact, as advertisers need to be prepared and familiar to execute on an innovation, but don’t necessarily need to fully understand the impact upfront.

Over the past six months, programmatic advertising has seen its greatest expansion of innovation, seeing double-digit growth, according to eMarketer, across multiple innovative solutions, which will continue to escalate into 2025 and beyond. As marketers struggle to keep up with innovation, TripleLift examined how comfortable they were to embrace change and whether they felt they were truly ready to leverage the opportunities that various innovations offered to their goals.

According to the research, one in five advertisers perceive retail media will be one of the top two areas of innovation that will ultimately drive future success in 2024 and beyond. TripleLift’s recent Amazon partnership announcement¹established itself as a true leader offering innovative retail media advertising solutions. As such, TripleLift’s research team was pleased to discover that 67% of marketers in the U.S. said they were ready to implement the changes coming to retail media, while 71% said they have strong familiarity with the retail media solutions that are currently available.

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“Retail media is the fastest growing segment in digital and will continue to scale for years to come, making the opportunities for creative and data to power advertising quite literally endless,” said Ed Dinichert, Chief Revenue Officer at TripleLift. “Retailers want to cash in on media opportunities and are understandably lured by high margin potential, but they need a full technology stack and teams who understand the space to run the business. It’s great to see that marketers recognize this potential and are preparing to unlock a whole new world of revenue.”

According to TripleLift’s Scorecard, the U.S. is among the most prepared for implementation of programmatic solutions in retail media, with the UK, Germany and France all scoring similarly for overall readiness. With this foundation of success, marketers have begun to look beyond retail search, focusing more on the expansion to offsite solutions. In fact, 55% of marketers in the U.S. are planning to increase spending to off site advertising over the next year and TripleLift anticipates the readiness score (which was calculated at 59) for this particular area to increase in the year to come.

SOURCE: PRNewswire