AdTheorent：广告程序化购买行业报告（英文版）

Advertisers commonly expect to drive brand lift (e.g., awareness), sales and advanced digital actions (e.g.., online sales, completing a form or application), reflecting the full-funnel opportunity offered by programmatic advertising. Beyond this, there are some notable differences between the US and Canada. In the US, the most popular goal is audience delivery. US-based advertisers leverage programmatic to meet their target audience goals. Such goals can be measured by impressions served,