For one veteran of the mobile enterprise software industry, the ad tech world simply is not moving fast enough and remains bogged down by ineffective ad serving and management technology.
Matthew Talbot, senior vice president for BlackBerry Messenger (BBM), says he is stunned at the somewhat immaturity of ad technology for mobile in the Asia-Pacific region and has yet to see any robust tools available in the market today, compared to other tech industries.
In this Q&A with ExchangeWire, Talbot also explains [...]
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China Brands Tap Mobile For Awareness; Integral Ad Science & OMG AU Partnership to Address Ad Safety
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China brands tap mobile for awareness, not sales; Integral Ad Science & OMG form AU partnership to address ad safety; Xaxis wins programmatic deal to access China’s digital inventory; and Cohn & Wolfe buys out India’s Six Degrees.
China brands tap mobile for awareness, not sales
Some 82% of marketers in China said they were tapping mobile as [...]
Brands and agencies in Southeast Asia are limiting their exposure to ad networks due to the lack of transparency and opting to build their own trading or buying platforms.
Regional publishers also are increasingly wary of working with technology giants and want to address CPM degradation, pushing them to establish their own private marketplaces, according to Jordan Khoo, Sizmek’s Asia-Pacific vice president. He believes traditional ad networks are losing their appeal and expresses concerns about the conflict created by market [...]
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With traditional banners losing effectiveness, native ads may be the next answer for marketers to better reach their audience and for publishers to monetise their inventory. In this industry byliner, PubNative’s Asia-Pacific director of business development Don Kim discusses the slow, but growing, adoption of native ads in the region.
Across the Asian-Pacific region, native advertising is beginning to take hold in more meaningful ways, particularly in mobile. Low-cost smartphones and changes in content consumption are driving mobile adoption at [...]
It is vital marketers are able to reach their audiences effectively in order to minimise wasted ad spend and boost conversion rates. In this piece, Ben Cooper, managing director, Europe at HookLogic (pictured) discusses how the consumer shopping journey has ceased to be predictable, which has made it difficult for brands to decipher which marketing tactics will yield the greatest results, and where and when to deploy them.
Against today’s backdrop of uncertainty, brands need to [...]
With consumers generating more data than ever before, particularly through mobile devices, more marketers in Asia-Pacific are tapping big data analytics to improve attribution and create a better audience experience. Shobhit Shukla, chief revenue officer of location-based data analytics provider, Near, highlights the challenges from this changing landscape and discusses how brands can differentiate their services with real-time insights.
ExchangeWire: What are some key developments in the way user data is collected today?
Shobhit Shukla: Few things are more valuable to [...]
Earlier this week, at ATS London, AppNexus created a stir within the digital advertising industry when Catherine Williams, chief data scientist (pictured) shared results of their ongoing Inventory Quality (IQ) initiative. Through a combination of aggressive policy enforcement and sophisticated data science measures, AppNexus have cleaned their platform of invalid traffic and established a new industry standard for transparency – transparency in how the platform operates and in how they share results and insights with the broader ad tech community. In this piece, [...]
Quality audience data is shaping the future of marketing. It’s in the minds of the world’s leading campaign-makers who respect that audiences are made up of human beings who need meaningful connections with brands. It’s a fact made clear by the activity captured in the Eyeota Index on audience data trends within the global programmatic ecosystem, discussed in this piece by, Kevin Tan, CEO, Eyeota (pictured).
In Q1 of this year, demand for audience data continued to rise against a backdrop [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis (pictured). In this week’s edition: half of consumers watch VoD everyday; 85% of marketers unable to prove impact of social media; and UK programmatic ad spend to reach USD$2bn.
Half of consumers watch VoD everyday
Setting up a programmatic buying strategy is proving to be complex and often involves multiple parties, making it tough for brands to grasp all the activities running in the background.
Singapore pay TV operator and broadband services provider, StarHub, is calling for more transparency in the market so marketers can have a clearer view of what is happening behind each bid.
In this joint Q&A with ExchangeWire, Oliver Chong, StarHub’s assistant vice president of brand and marketing communications, and Germaine Ng Ferguson, [...]
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