Less advanced attribution models aren’t just important—they can also hold back progress in retargeting. According to US marketers polled by Marin Software in August 2014, difficulty attributing performance was the No. 1 challenge of retargeting, cited by 43% of respondents. This hurdle likely led to other problems listed, including results not meeting expectations and lack of transparency.
AdRoll pointed to retargeting as a key driver of programmatic advertising—an area that will continue to skyrocket in the coming years. eMarketer expects US programmatic digital display ad spending to soar 137.1% this year to $10.06 billion. Next year, the total will rise 47.9% to $14.88 billion, or 55.0% of total digital display ad spending in the country. Read the rest at eMarketer.