SEVILLE — It is a generalization to say, but the usual order of technology adoption goes: US, Europe, Asia-Pacific. In marketing-technology, Europe is certainly lagging the States, according to one analytics supplier.

“Compared to US, Europe is one, two, maybe three years behind,” according to Lucien van der Hoeven, the EMEA MD of MarketShare, acquired by Neustar last year.

He acknowledges the region is “catching up fast” with “marketing technology penetrating the market”, but admits: “Nobody knows where to start – with a DMP, attribution, market-level? They need a lot of guidance in Europe.”

Par for the course, the UK leads the top EU-5 nations for programmatic video spend, according to IHS numbers cited by eMarketer.

Van der Hoeven says US firms need to understand that “EMEA” is not really one region but a collection of disparate countries, where companies each have their own operations, strategies and chiefs.

“Getting a company to work tighter is a more holistic thing,” he says. You need to convince all local decision-makers to get things right.”

Van der Hoeven has convinced the UK division of auto maker Audi to work with Neustar on media optimisation and customer incentives, working together for the last year and a half, he says.

This interview was recorded at the I-com Global Forum for Marketing and Data Measurement in Seville, Spain, April 18 to 21. This video is part of a series from the Forum sponsored by Xaxis. Please visit this page for more videos from Seville.