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 [...]
Tags Ad 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 [...]
Cross-device tracking and attribution has been a problem for marketers ever since smartphone and tablet use became mainstream. The conundrum that markets face is how to allocate budget across desktop, tablet, and mobile channels when they cannot calculate ROI accurately. Without cross-device tracking on a user-by-user basis, brands may well be targeting the same person many more times than they realise. Not only is this costly, it’s annoying.
According to research published by GlobalWebIndex, the typical [...]
Compared to other regions, marketers in Asia-Pacific need to deal with more complexity in order to communicate with their audience more effectively.
Their campaigns have to include multiple markets, languages, and media formats, says Russell Young, Sojern’s Asia-Pacific managing director, pointing to the potential for programmatic to help address these challenges.
In this Q&A with ExchangeWire, Young explains why consumers today still see irrelevant ads and urges travel companies to serve fewer, but more targeted, online ads to better engage with [...]
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 [...]