State of the Industry 2016

A closer look at retargeting, programmatic advertising, and performance marketing.

Report Highlights: 

• Marketers invest heavily in programmatic across all channels. 32% of marketers spend over 50% of online advertising budgets on programmatic.

• Marketers think mobile first, despite persistent challenges. The percent of marketers retargeting on mobile jumped from 54% to 82% in 2015.
• Attribution continues to be a hot topic. The number of marketers who have adopted an attribution model that tracks multiple customer touch points, rather than a single-click model, has nearly doubled from 24% in 2014 to 40% in 2015.