VivaKi is starting to get very active in the APAC market - and is spearheading the Publicis move into data-driven display buying across the region. Here Ros Allison Director of VivaKi Nerve Center in Australia discusses Vivaki's exchange strategy in the Australian market and how automated buying is getting traction in online display there.
In terms of the automated buying how far is the Australian market behind Europe and the US? Can you give some overview on the local market?
Technology has moved quickly, we’re only months behind the US in some areas, with competition and diversified offerings certainly still to come. Data and market liquidity are still developing, as you’d expect in a smaller more concentrated market. The development curve has been steep, and we’ve certainly benefitted from the experience of VivaKi’s Audience on Demand desks in the US & UK, with established world’s best practice, tested technology and data infrastructure, and the advantage of global partnerships.