Digiday+ Member Article

At the Digiday Programmatic Marketing Summit Europe last month in Portugal, we sat down with 52 brand and agency marketers to learn how satisfied they are with their audience-targeting capabilities. Check out our earlier research on the use of artificial intelligence in marketing here. Learn more about our upcoming events here.

Quick takeaways:

  • Only 37 percent of marketers in Digiday’s survey from the event are satisfied with their ability to target audiences at scale.
  • Marketers’ most common fear about the General Data Protection Regulation is a decreased ability to target consumers.

Marketers in the U.S. and in Europe aren’t thrilled with their ability to target audiences at scale. Just 37 percent of European marketers surveyed at the Digiday Programmatic Marketing Summit Europe said they are satisfied with their audience-targeting abilities, while Digiday’s previous research found that 40 percent of U.S. marketers are satisfied.

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