Analytics

  • Deep-Learning Algorithm Crucial in Retargeting APAC

    As consumers visit different shops and compare offers across various platforms before making their purchase decisions, marketers will need to turn to solutions that can help them analyse patterns and identify correlations.

    The answer here lies in ‘deep-learning algorithms’, which will be increasingly critical in enabling merchants push relevant messaging to their targeted audience in the region, says Jakub Ratajczak, RTB House’s Asia-Pacific regional director. Pointing to the retargeting vendor’s internal research, he notes that deep-learning algorithms could push up [...]

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  • ATS SG 2017 Debates Threat of Consultancies & Working with Walled Data Access

    Amid increasing calls for transparency and changes in business models, there remains stoic confidence that media agencies still have a role to play and the need for brands to find alternatives when faced with restricted access to data.

    Discussions at ExchangeWire’s annual ATS Singapore conference this week revolved how relationships between technology, brands, publishers, agencies, and vendors could be improved to drive programmatic development in the region.

    Dushyant Sapre, Criteo’s Asia-Pacific regional director for global supply and business development, noted [...]

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  • IAB AU Releases Ad Effectiveness Glossary; Whitepaper Looks at China's Programmatic Video Market

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: IAB AU releases ad effectiveness glossary; Whitepaper looks at China’s programmatic video market; Publicis acquires AU agency; Brightcove expands consulting business to ANZ; and comScore brings Extended Video reporting to China.

    IAB AU releases ad effectiveness glossary

    The recently-established Ad Effectiveness Council of IAB Australia has completed its first project aimed at helping the digital community assess the [...]

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  • Ad-block Use Bottoming Out in AU; Dentsu Taps Tencent Data to Aid Marketers

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Ad-block use bottoming out in AU; Dentsu taps Tencent data to aid marketers; WPP agencies merge in ANZ; Publicis & Alibaba team up to deliver customised customer journey; AU works on data code of practice; and Shanghai Addition offers bridge between Chinese brands and the world.

    Ad-block use bottoming out in AU

    Awareness of ad-blocking technology has [...]

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  • APAC Leads Global Ad Spend Growth; Digital to Consume Largest Share of APAC Ad Budget

    In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC leads global ad spend growth; Digital to consume largest share of APAC ad budget; Mobile also fuelling ad spend growth; Alibaba offers ad tools to target Chinese consumers; comScore unveils China mobile consumer panel; and Executive appointments at Dentsu, Grapeshot, and AdAsia.

    APAC leads global ad spend growth

    Ad spend in Asia-Pacific is projected to climb USD$30bn (£23.49bn) [...]

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  • Indian Marketers Can Solve Content Challenge with Machine Learning

    Marketers in India struggling to produce content that appeals to consumers should look at data analytics and machine learning for clues.

    These tools play a crucial role in personalising customer experience, says Gulshan Verma, Times Internet’s chief revenue officer. They enable marketers to determine the best time and format to roll out and optimise communication with consumers, he explains in this Q&A with ExchangeWire.

    ExchangeWire: Last we spoke, you said Times Internet’s use of programmatic was still limited, with single-digit [...]

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  • AU Online Ad Spend Up 7.2%; Singapore Tourism Tap Tencent Ad Platforms

    In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Australia online ad spend up 7.2%; Singapore Tourism tap Tencent ad platforms; Singapore SMBs offered help in marketing; MediaMath eye South Korea growth via local reseller; AdAsia mull possible listing in Hong Kong; Postr ring in Indonesia; and RTB House open in ANZ.

    Australia online ad spend up 7.2%

    Australia’s online ad spend grew 7.2% year-on-year to reach AUD$1.86bn [...]

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  • APAC Marketers Shouldn't Regard Data As a Panacea

    While data can drive campaign goals, marketers sometimes just need to rely on good intuition and judgement, tapping analytics instead to help them make better decisions.

    They also should practise some restraint when deciding the types of tools to deploy, according to Elissa Fink, chief marketing officer of Tableau Software, which specialised in developing data visualisation and business intelligence tools.

    “With all the possibilities technology enables us to do these days, some companies get so wrapped up in trying to make it [...]

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  • Zenith Unveil Global Rebrand Strategy; TPG Revise Offer in Fairfax Takeover Bid

    In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Zenith unveil global rebrand strategy; TPG revise offer in Fairfax takeover bid; Times Internet take on Moat for viewability; Aussies going sporty on mobile; Taptica open Mumbai office; China’s iResearch launch mobile video measurement tool; and Sling & Stone swing into New Zealand.

    Zenith unveil global rebrand strategy

    The agency group have launched a new “global brand vision [...]

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  • APAC Marketers Need AI & Data to Handle Complex Customer Journey

    Consumers in Asia are more willing to spend time researching products to find the right brand that works for them, which paves the way for companies to build long-term relationships with their customers.

    The region, however, also is widely disparate with varying smartphone penetration rates. Given this, brands will need to depend on local skillsets to reach out to customers via different touchpoints, says Simon Tate, Salesforce.com’s area vice president for commercial business.

    They also will need customer relationship management (CRM) tools [...]

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