Though coronavirus restrictions have broadly eased globally, the programmatic advertising industry remains under stress. Market uncertainty due to sharply increasing energy prices, in part driven by the effect of carbon emissions upon the climate, is currently coupled with the rollout of “Do Not Track” and deprecation of IDFA within the Apple ecosystem, while similar plans to nix the third-party cookie and Android Advertiser ID (AAID) across the Google ecosystem continue to fuel concern.
The Asia-Pacific (APAC) region continues to prove an ideal testbed for how these factors are impacting the digital advertising industry, with its multivariate range of markets in terms of scale, digital adoption, and economic maturation. In our review of the APAC media, marketing, and commerce industries, we examine five key pillars as outlined by ExchangeWire CSO and president Ciaran O’Kane earlier in 2022, alongside leading industry thought leaders. Specifically:
- Retail Media
- Data-Driven TV
- Walled Gardens
- Service layer