In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Nielsen brings Digital Ad Ratings to China; AppLift buys Singapore mobile DSP; AdNear looks towards Europe expansion; and Dentsu Aegis Network appoints new APAC CEO.
Nielsen brings Digital Ad Ratings to China
The market researcher has announced a new partnership with China’s Tencent to offer its online and mobile audience metrics for the first time in the Chinese market. [...]
Tags Ad ExchangeAd NetworkAdvertiserAgencyAnalyticsAPACBehavioural TargetingBig DataBrandChinaDataData Management PlatformDemand Side PlatformDigital MarketingDSPEuropeIndiaJapanMarketermeasurementMobileMobile RTBProgrammaticRTBSingaporeSoutheast Asia
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: APAC preferences in brand engagement differ; Singapore IAB ropes in brand marketers as advisors; Korea’s YDM acquires Singapore’s Gushcloud
APAC preferences in brand engagement differ
Consumers in the Asia-Pacific region engage brands through multiple platforms and seek a cross-channel experience, according to the second instalment of Waggener Edstrom Communications’ [...]
Opinions in the industry may differ on whether first-party data is more reliable than third-party data. For Eyeota CEO Kevin Tan, both offers its own value, and efforts should instead be channelled towards improving data quality and transparency. In this week’s byliner, he highlights the growing expenditure in audience data in Asia-Pacific and the questions brands need to ask their data providers.
It is an industry myth that first-party data is better than third-party data. People don’t realise that [...]
Verizon Wireless’ purchase, or merger, with AOL stands out as one of the ad tech stories of 2015. This is not only for its multi-billion price-tag, but also how it symbolises the attempted re-emergence of telco operators in the digital advertising game; which is valued at $600bn per year. ExchangeWire analyses how the worlds of telecoms and ad tech are starting to collide; as well as previewing some of the conflicts this may cause, as advertisers look to take their [...]
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More APAC Brands Turning to Audience Data; Roy Morgan, AdNear to Offer Mobile Consumer Analytics in ANZ
In this weekly segment, ExchangeWire sums up the key industry updates in ad tech from around the region – and in this week’s edition: More APAC brands turning to audience data; Roy Morgan, AdNear offers mobile consumer analytics in ANZ; GroupM launches sports, entertainment agency; and Lotame hires head of APAC platform solutions.
More APAC brands turning to audience data
Advertisers in the Asia-Pacific region were spending more on audience data, with marketers in the finance and electronics & computers sectors leading [...]
Tags Ad NetworkAd TradingAdvertiserAgencyAnalyticsAPACAudience BuyingAustraliaBehavioural TargetingBig DataBrandDataDemand Side PlatformMedia BuyingMobileNew ZealandProgrammaticPublisherRetargetingSingaporeSoutheast Asia
Third-party data can be months outdated and irrelevant to the actual target audience, but brands in the Asia-Pacific still turn to these datasets religiously, when they should be working with first-party data instead.
In this week’s Q&A, ExchangeWire chats with Jonathan Hardy, Adara’s vice president of sales for Asia-Pacific, who discusses why some markets in the region remain hesitant to accept first-party data and how the travel data provider handles the more conservative Asian community.
EW: How does the Asia-Pacific market [...]
Tags Ad ExchangeAd TradingAdvertiserAgencyAgency Trading DeskAnalyticsAPACAudience BuyingBehavioural TargetingBig DataChinaDataDigital MarketingJapanMarketerMedia BuyingPrivacyPublisherRetargetingSoutheast AsiaTrading Desktrading models
Dave Hendricks, LiveIntent president, reflects on the AOL/Verizon merger and predicts the rise of such deals will herald the end of probabilistic targeting.
If you are old enough, or an aficionado of board games, you might have heard of Battleship. This staple of childhood was an analog, old-fashioned game that didn’t involve consoles, required no electricity, and relied on person-to-person sonar.
Battleship was probabilistic. You would try to guess the coordinates and triangulate based on the shape of the ships. Once you figured out [...]
Tags Ad VerificationAd ViewabilityAd VisibilityAdvertiserAudience BuyingBehavioral TargetingBehavioural TargetingBig DataBrandConnected TVCross-ChannelDataData OptimisationDigital MarketingFacebookgoogleMarketerMedia BuyingMobileMobile DisplayOnline MarketingOnline videoTVUSAVendorVideoViewability
UK marketers are uneasy with how third-parties, including media agencies and tech providers, treat their data, and are largely in the dark as to who is ultimately responsible for implementing data privacy rules, despite upcoming data protection reform across the EU, according to research.
Uniform data protection laws are due to be implemented across the EU member states within 12 months, but a research study of over 170 senior-level brand-side marketers, conducted by YouGov and commissioned by Adform, reveals widespread confusion [...]
Improving the accuracy of location data not only provides for better campaigns, it can also offer richer insights into buyer intent based on the places consumers visit.
Most location-based marketing initiatives target consumers in real-time based on where they are during the duration of the campaigns. The real potential of location technology, however, is the insights that it can provide so marketers can gain better understanding of consumer behaviour, Regina Goh, BlisMedia’s Asia managing director, said in an interview with ExchangeWire.
In this weekly segment, ExchangeWire sums up the key industry updates on ad tech from around the region – and in this week’s edition: Criteo APAC clocks 74% revenue growth in 1Q15; Publicis to bring digital consultancy to Singapore; We Are Social opens up in China; and News Corp Australia hires commercial innovator.
Criteo APAC clocks 74% revenue growth in 1Q15
The retargeting company said its global revenue for the first quarter of 2015, ended March 31, grew 71% over the [...]