With consumers in India losing patience and turning to ad-blocking tools, the ad tech community will need to look for ways to better target the right audience and improve customer interaction.
They also will need to respond swiftly to market changes, such as the government’s demonetisation move and country’s increasing mobile adoption.
ExchangeWire spoke with industry executives for their insights on the Indian ad tech landscape, several of whom pointed to artificial intelligence and machine-learning as key trends to watch for this [...]
Constant benchmarking, improving the quality of data collection, and connecting the dots will be essential in driving the adoption of programmatic forward in Asia-Pacific.
With campaign tracking and ad blocking proving to be major challenges over the past year, the next development phase for programmatic must focus on improving data credibility and cross-device attribution.
ExchangeWire spoke with several executives who stressed the need to enable “true omnichannel” and data-driven advertising in order to create connected user experiences, as well as for [...]
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Data may be touted as the new oil, but marketers in Asia-Pacific have yet to even take the first step and instead prefer to continue investing their time on optimising traffic.
To better understand and target their audience, brands would need to start by collecting data about their customers and aggregating the various consumer touchpoints. These could then be used, through analysis, to better engage customers, said James Sampson, DataXu’s Asia-Pacific vice president and general manager.
Most multinational corporations (MNCs) already were [...]
Hesitant to change the way they traditionally sell media, publishers in Asia-Pacific lag behind other regions in adopting programmatic. They are coming around, though, as they move from a print to a digital business.
The region still lacked quality inventory, with publishers here falling behind in leveraging programmatic, said Adform chief revenue officer Jay Stevens.
While every major publisher in the UK had been advancing with programmatic as a channel, Asia-Pacific publishers had been more reserved with the way they [...]
Marketers in Asia-Pacific are finding it tough to place complete trust in programmatic due to the lack of data, which can otherwise allow them to better understand the value of their customers.
Major publishers in the region remain reluctant to share their data, resulting in fewer third-party DMPs and a lack of transparency, according to Vikas Gulati, Asia managing director at Opera Mediaworks. This challenge, though, soon may be addressed as marketers look to plug the holes and viewability becomes an [...]
With technology playing an increasingly important role in driving digital transformation and customer engagement, marketers are starting to debate the merits of integrating best-of-breed technologies or deploying a single-vendor solution. In this week’s industry byliner, Oakton’s senior principal consultant Chris Dutton looks at the pros and cons of both models and how advertisers can go about assessing their options.
According to the fourth annual Digital Marketing Performance Dashboard, by the CMO Council & Adobe, one-third of Australian marketers have adopted the [...]
Programmatic advertising is still not used to its full potential. In this piece, Chris Le May (pictured below), SVP and MD Europe and emerging markets, DataXu, specifically addresses marketers and explains how they can make the most of their programmatic spend by breaking down silos and using advanced attribution models to create meaningful data and make informed decisions.
As the popular myth goes, humans only use 10% of their brains. Imagine, if this were true, what we could achieve with 90% extra brainpower? Would we fully realise [...]
ExchangeWire round up some of the biggest stories in the European digital advertising space. In this week’s edition: TubeMogul bought up by Adobe; iab Europe digital video advertising survey; Earnings for YuMe and Marin; FastPay fintech financing program; Targeted display solution by Archant; and Sizmek goes HTML5.TubeMogul acquired by Adobe
Adobe has entered into a definitive agreement to acquire TubeMogul for a price tag of approximately USD$540m (£433m) net of debt and cash.
With the acquisition [...]
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Thanks to their consumers’ acceptance that new products need not be perfect, China’s tech ecosystem has been able to thrive on a faster speed of innovation. In this week’s industry byliner, Hagai Tal, CEO of mobile ad tech vendor Taptica, explains why China is fast becoming a more viable comparison to Silicon Valley; but cautions that foreign companies will face challenges finding success in the Chinese market.
Every mobile advertising firm in the world looks to China as a huge [...]
The industry agrees that relevance is the jewel in the crown of effective advertising, with first-party data an important alloy to hold it all together. In this piece, Fritz Richter, CTO and co-founder, adsquare, (pictured below) looks at the requirements for a secure data marketplace and suggests five key elements.
Advertising has become a battlefield for relevance. The rise of the empowered consumer, particularly digital natives who grew up ‘mobile-first’, has turned up the pressure on brands and marketers to deliver personal [...]