Addressable advertising is gaining steam, according to a new survey conducted for Go Addressable, the newly incorporated trade group aiming to boost adoption of addressable advertising.
The survey, conducted by Advertiser Perceptions, found that for the third year in a row, the share of advertisers planning to increase spending on data-targeted addressable ads has increased. The percentage has risen from 34% in 2021 to 37% in 2022 and 40% in 2023.
