Asia-Pacific comprise many different countries and markets, resulting in multiple data inputs and a fragmented publisher community. This has made it challenging to gather data and build audience segments relevant for marketers in the region.
In this week’s Q&A, Eyeota’s CEO and co-founder Kevin Tan and Skimlinks’ head of audiences Ed Thomas discuss challenges the industry still face in establishing accurate user profiles and managing misconceived mindsets that audience data should be provided free with inventory buys.
The two ad tech [...]
With brands in Asia-Pacific still getting accustomed to the digital era, the lack of understanding is pushing them towards low-hanging returns that miss the real targets. This gap in digital knowledge is also making it tough for marketers to match performance to business objectives – which, in turn, affects their ability to secure budget to fund their campaigns.
Advertisers need to have the tools to comprehend what is required to better engage with customers in an ‘always-on’ environment, says Wendy Hogan, [...]
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 [...]
TagsAd TechAd TradingAdvertiserAPACAttributionBehavioural TargetingBig DataDataData Management PlatformMarketermeasurementMobileProgrammaticProgrammatic Audioprogrammatic tvProgrammatic VideoPublisherSoutheast Asia
Brands need to bring their focus back to the basics in 2017 and invest more effort in creating mobile ads that better engage consumers.
While still behind other development markets, Asia-Pacific has been increasing adoption of mobile video ads and is the fastest-growing ad format in the past year. This growth is expected to carry through into 2017. Marketers then will need to tap data and robust metrics to better understand user behaviour, so they can push out content to retain [...]
For China’s ad tech industry, the pressing new year resolution for 2017 appears to be building trust and transparency in a market where lines between the referee and players in the game have blurred.
ExchangeWire spoke with three executives who identified key developments in the Chinese ad tech landscape last year and what they hoped to see resolved in 2017. The spokespersons are: iPinYou’s CEO and co-founder Grace Huang; Taptica CEO Hagai Tal; and AppsFlyer’s vice president of marketing, Ran Avrahamy.ExchangeWire: [...]
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 [...]
Following Integral Ad Science’s recent announcement that it will open source its mobile verification software development kit (SDK) for media quality measurement, ExchangeWire caught up with Jason Cooper (pictured below), general manager – mobile, Integral Ad Science to discuss what this would mean for the future of measurement.
ExchangeWire: Integral Ad Science has announced they will open source their mobile verification software development kit (SDK) for media quality measurement – why have they decided to do [...]
2016 has truly shown how dynamic an ecosystem the digital advertising industry is. There have been highs and lows, but it has certainly been memorable. In a series of features reflecting on the past year and looking ahead to what we can expect in 2017, ExchangeWire invite over 100 thought leaders from across the industry to share their views. In the latest series instalment, experts deliver their opinions on how data, measurement, and technology will evolve in 2017.DMP-DMP [...]
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: Singapore retailers need contextual marketing; IAB AU set viewability benchmarks; India fastest-growing among top ad markets; TubeMogul partner with Tapad in cross-device deal; Exponential unveil Face Filter in AU; MSLGroup step into Thai via Arc; and China’s Labbrand open up in Singapore.Singapore retailers need contextual marketing to drive sales
Retailers in Singapore will need an omnichannel strategy [...]