In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Most APAC consumers will consider ad blockers; China brands to spend more on digital; Indian online publisher offers content marketing services; Gravity4’s Pixels unveils programmatic services; Matomy opens Beijing office; New lifestyle marketing agency hits AU market; and DT goes to Singapore.
Most APAC consumers will consider ad blockers
Some 90% of online consumers across the Asia-Pacific region [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Wego.com goes mobile native in APAC; Tremor Video looks to fill ad tech gap in NZ; Dentsu launches programmatic audio; AsiaMX unveils programmatic TV ad exchange; and Sizmek beefs up SEA programmatic team.
Wego.com goes mobile native in APAC
The travel search platform has launched its native advertising offerings for mobile devices in the Asia-Pacific and Middle East [...]
While real-time bidding is a common feature in most programmatic ad transactions, it is typically not deployed in programmatic TV, which allows broadcasters to decide how they want to package their inventory.
There were initial concerns among broadcasters in Asia-Pacific that programmatic could commoditise inventory, acknowledges Nick Chuah, chief commercial officer of AsiaMX, which just launched its programmatic TV ad exchange. RTB had driven down prices in the digital media industry and there were fears it could do the same [...]
AppNexus’s outstream video has been launched for buyers and is four weeks into closed testing for publishers. Eric Hoffert (pictured below), SVP of video technology, AppNexus, speaks to ExchangeWire about the open exchange approach for outstream, viewability and engagement rates – and to whom outstream video is aimed.
ExchangeWire: Is it too early to ask about results and reactions to the AppNexus outstream video exchange?
Eric Hoffert: In the brief period of time since AppNexus launched its outstream video marketplace, we’re [...]
Unilever Programmatic Platform Debuts in Asean; Singapore Broadcaster Goes SpotX for Programmatic TV
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Mindshare unveils Unilever programmatic platform in Asean; Singapore broadcaster goes SpotX for programmatic TV; Tuned Global to offer premium targeted audio ads; Vietnam firms using search and social for marketing; comScore takes Mobile Metrix to Philippines; and TubeMogul posts whitepaper on AU programmatic TV ads.
Mindshare unveils Unilever programmatic platform in Asean
The WPP media agency has launched [...]
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Evolved out of traditional ad networks, most DSPs in China currently operate on a ‘markup model’ that is proving harmful to both advertisers and publishers.
This typically involves low-tier inventory bought in bulk at low CPMs, and later sold to advertisers at a high markup price, explains ReachMax COO Charlie Wang. He urges brands in the local market to demand total transparency and ensure their trading desks have auditing functions, so this current landscape can be rectified.
In this week’s [...]
Since pioneering the technology several years ago, header bidding has been on the rise, with smart publishers looking to increase revenue by introducing more competition for their inventory.
In an interview with ExchangeWire, Tim Cadogan, CEO at OpenX (pictured below), believes that header bidding will continue to evolve in 2016 and drive significant growth in revenue and innovation across the industry.
ExchangeWire: The rise of header bidding, and its effect on inventory monetisation, was a big trend in 2015. Outside of pushing [...]
Publisher co-ops are popular in Europe; but, until now, have failed to be successful in other continents. Jay Stevens, general manager, international (pictured below) at Rubicon Project spoke exclusively to ExchangeWire and shared his prediction that publisher co-ops are going to be a global trend, as more major publishers come together to pool and package first-party data along with their inventory, to offer advertisers access to finely targeted audiences, bought programmatically, at scale.
Today, there are nine publisher co-ops on the Rubicon [...]
China’s largest DSP believes its local partnerships and strong knowledge of the local market mean it can deliver a higher level of service compared to Google, which it considers its archrival.
iPinYou, which last month announced it had restructured to “return” to the Chinese market, is aiming to tap the lucrative cross-border marketing industry. Founded in 2008, the company just raised CN¥500m (£52.4m) in a round of financing led by China Mobile Innovation Industry Fund.
In a candid Q&A with ExchangeWire, [...]
This week’s Latin American roundup brings news about one of the biggest print media publishers in Brazil, Abril Group, who has recently partnered with Google to boost programmatic model in their titles’ websites; MediaMath and Predicta’s deal to combine their portfolio; the launch of Facebook’s Instant Articles in the region; and Rubicon’s great expectations in Latin America in 2016 — including another publisher co-op.