Localisation and working alongside walled gardens may be key to survival in China’s tough ad-tech landscape. Although, this does not mean brands should stop demanding more transparency.
Lured by the country’s sizeable market potential, numerous foreign players have attempted to grab a piece of the pie, but few could claim success. A big part of this was due to their lack of local knowledge, according to Albert Sim, Miaozhen China’s vice president of Miaozhen systems, who is based in Beijing.
While they may not always capture user attention completely, mobile and in-app ads still offer better audience engagement and targeting.
In fact, the proliferation of data and smartphones in Asia-Pacific over the past couple of years had significantly changed the way marketers approached mobile, said POKKT’s founder and CEO Rohit Sharma.
Video, in particular, was the biggest driver of mobile ads today, while banners were losing traction, he said in an interview with ExchangeWire. With operations in India and Southeast Asia, [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Certification and NAI membership for Media iQ; FastPay and AnchorOps to merge; ABC accreditation for Integral Ad Science; Deep learning for new recommendation tech at RTB House; MediaCom and Unruly cooperate; and AdSecure adds cryptomining detection capabilties.Media iQ receives certification for online safety & privacy
Analytics and technology provider Media iQ underlines its commitment to brand safety and online privacy with two [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: India mobile ad spend to grow 85%; APAC game developers tap ads for better monetisation; AU OOH shows off 7.2% growth; Most marketers and agencies use marketing attribution, but still struggle to act on insights; and Japanese e-commerce operator signs multi-year NBA content deal.India mobile ad spend to grow 85%
India’s digital ad spend is projected to [...]
Ad fraud and brand safety issues associated with programmatic do exist, so ad-tech vendors need to step up and help Asia-Pacific marketers deal with it, instead of simply peddling their tools.
According to a CMO Council study, 72% of brand advertisers engaged in programmatic buying were concerned about brand integrity and control in digital display ad placement. The online survey polled 300 senior marketing decision makers and included insights from interviews with some the council’s base of 13,000 members [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: Programmatic video monetisation in Europe grows; Commitment to DOOH brand charter by JCDecaux; Triton Digital partners with Anghami; Marketo launches AI-powered engagement solution; Partnership for AI by Dataiku and Keyrus UK; New video format by Teads; Mobile programmatic confuses marketers; and Retail sector powers German ad spend.Europe embraces video monetisation via programmatic
According to FreeWheel’s Video Monetisation Report, premium video is [...]
ExchangeWire rounds up some of the biggest stories in the European digital advertising space. In this week’s edition: JICWEBS opens new anti-ad-fraud certification; OpenX buys Mezzobit and PubNation; Adyoulike and The Trade Desk partner; Evania and Fraudlogix cooperate; Triton and OMS expand partnership; and New tools at Fyber.JICWEBS takes next step in fight against ad fraud
After introducing a scheme for ad tech companies to certify their compliance with anti-ad-fraud measures, UK industry body JICWEBS now introduces a certification scheme for companies [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: China fuels in-app ad growth; Google brings store metrics to Singapore; GroupM integrates audience intelligence with Alibaba Uni Marketing; AU advertisers must observe new sex appeal rules; Newsfeeds drive China search ads; and Chimney APAC launches Features and restructures ad unit.China fuels in-app ad growth
In-app ad spend accounts for 98% of mobile ads in China, where [...]
Marketers keen to target travellers in Asia-Pacific need to ensure their data is recent and appropriate, or end up completely missing the boat.
For travel marketing specialist, Sojern, that meant having the ability to act within 11 seconds after someone had made an online booking. This was the amount of time its platform would be aware an airline reservation had been made and trigger the corresponding campaign action to target specific consumers, said Russell Young (pictured below), Sojern’s Asia-Pacific managing [...]
To mitigate the risk of ad fraud and bots, marketers in Asia-Pacific should not be too dependent on programmatic open exchanges and must combine technology with human oversight.
Advertisers should practise caution against relying solely on automation, advised Rob Leach, Kargo’s Asia-Pacific general manager, who pointed to a The&Partnership study that revealed nearly 30% spent on open exchanges last year was on invalid traffic. He further underscored the need to assert more human control to ensure quality, rather than quantity, ad [...]