Research by PrimeAudience finds audience planning is becoming more varied, with no single approach emerging as the clear winner.
New research has revealed that 90% of marketers expect to change their audience strategy within the next 12 months, despite 92% saying they are confident their current targeting reaches the right people, according to PrimeAudience, the global custom audience provider.
Conducted by Censuswide on behalf of PrimeAudience, the research surveyed 500 UK respondents from brands and agencies. It also suggests marketers are not moving towards one dominant approach to audience planning, with a range of existing approaches continuing to shape campaign planning.
Among agencies, DSP-built audiences are the most commonly selected approach, at 42%, followed by retargeting at 39% and contextual targeting at 38%.
For brands, 43% select third-party sources, followed by lookalike or similar audiences at 35%, retargeting at 34%, DSP-built audience segments at 34% and contextual targeting at 33%.
“Confidence in your current targeting should not mean standing still,” said Mateusz Rumiński, VP of Product at PrimeAudience. “Marketers need to think beyond simply reaching the right people and consider how quickly they can adapt as audiences, campaigns, or objectives change. Technology has a role to play in making audience strategies more flexible, helping marketers identify the audiences that are most relevant to each campaign.”
This data was collected by Censuswide between 10 August 2026 and 20 August 2026, following a survey of 500 UK brand-side marketers and 500 agency marketers in the UK.
