Author: Dhruv Menon, Mindshare | IAB SEA+India AdTech & Innovation Regional Council

There’s a growing spotlight on the environmental footprint of digital media, and increasing numbers of consumers now consider a brand’s clean energy and climate action before making purchase decisions. Decarbonising your media activity is becoming a priority to reduce data usage and carbon emissions. Here’s how to navigate sustainability in media campaigns while treading lightly on the Earth.

Author: Alyce Erikson, LinkedIn | IAB SEA+India Data, Measurement & Impact Regional Council

Data Clean Rooms (DCRs) unleash the mystical trio of data management: protection, privacy and preparation. Yet for many they remain elusive unicorns. Alyce Erikson from LinkedIn led a very engaging industry discussion with our Data, Measurement & Impact Regional Council, defining and demystifying DCRs so they are less of a sorcerous trial for marketing crusaders to educate colleagues and decision makers in their organisations.

Member News

For 120 years the South China Morning Post (SCMP) has been woven through the history of Hong Kong. It is now celebrating this landmark anniversary by recognising the diversity of its people - those who read it, work there at and invest their advertising dollars in the publication.

Author: Valentina Lizzi, InMobi | IAB SEA+India AdTech & Innovation Regional Council

Half of the world's 2 billion mobile gamers are in Asia, waiting to view your high attention in-game ads, according to a report by InMobi, with 60% likely to buy. With in-game ads achieving 98% viewability and ad recall of up to 97%, they’re driving more attention than social media in-feed ads. 

IAB SEA+India member, Moving Walls, a global advertising technology company based in Singapore, has announced a partnership with JR East Marketing & Communications Inc. (jeki) to launch a technology platform that will automate all Out-of-Home (OOH) advertising across Japan.

Author: Yvonne Lau, Spotify

Radio was the first mass medium for communication, but television then the Internet left little room for audio - until recent times.

Authors: Authors: Vikram Bansal, Meta, Chandrahas Shetty, Oracle Advertising, Gitali Halder, EssenceMediacom, Ben Poole, fifty-five & Camila Martins, TikTok | IAB SEA+India Data & Attribution Regional Council

What is the new normal for marketing measurement? In this White paper, the authors discuss why marketers must constantly evolve to navigate signal changes, have a robust measurement strategy and a flexible, agile, decision-making framework.

Author: Khanh P. Dang, Google APAC | IAB SEA+India Commerce Council subgroup

Automated campaigns can unlock speed, scale and success using machine learning tools, allowing retailers to assess signals in real time, capturing the innumerable signals unique to each user. It also simplifies optimisation at scale, particularly within omnichannel shopping. So why are brands and retailers slow to adopt automation solutions?

Authors: Nishith Saraswath, Mediaocean; Diet Pineda, The Trade Desk; Shrivardhan Sarda, Yahoo; Gibson Camson, Carousell Media Group | IAB SEA+India Programmatic Council subgroup

This is the era of advertising where measurement and attribution are key tools in the success of advertising campaigns. Yet attribution remains a challenge as the ecosystem evolves. Enter Multi Touch Attribution, the first step towards overcoming these challenges.

Author: James Sampson, GrabAds | IAB SEA+India Commerce Council subgroup

While Retail Media is a growing global phenomenon, advertisers in Southeast Asia will be able to provide richer, full funnel consumer experiences via superapps in available markets. In fact, now superapp advertising is its own distinct media category.

Author: Haroon Qureshi, Mindshare

Web3 places ownership with content creators who will be able to share and sell their work with blockchain technology and decentralised web curation. New platforms will provide creators with open-source development, improved search algorithms, privacy-focused approaches, alternative payment systems and more.

Author: Vera Wang, TikTok

Shoppertainment is content-driven commerce that seeks to entertain and educate to drive sales. Entertainment-first, commerce-second. When commerce is done in this sequence, it’s called Shoppertainment and this new category of commerce will be worth more than USD $1T in APAC by 2025.

Author: Janette Higginson, Index Exchange

Supply Path Optimisation has gained momentum across the agency community because it reduces intermediaries in the programmatic chain to determine the optimal, most direct path to supply. This helps marketers reduce the amount of commission they’re paying as the programmatic chain becomes shorter. However, there are many influencing factors to consider when it comes to designing an SPO buying strategy.

EssenceMediacom is GroupM's newest and largest agency, launched at the beginning of 2023, combining Essence's performance, data, analytics and creative technology DNA with MediaCom's scaled multichannel audience planning and strategic media expertise.

Author: Ibrahim Merican, Magnite

A global survey by DoubleVerify found that 45% of respondents believe that PMPs hold the greatest promise to replace existing cookie-dependent solutions. So, what are they and what are their benefits to publishers and advertisers?

Author: Saurabh Golani, Xandr

Header bidding simultaneously sends a bid request to all available buyers without the issues which came with the waterfall method. However, as Saurabh Golani from Xandr explains, publishers have been struggling with the setup and options for video header bidding.

IAB News

Take a look at the photos from our annual party 2022, held in Singapore. Members got to meet each other in person, many of whom had previously only connected virtually. A warm thank you to our sponsors, Google, GrabAds, Spotify Advertising, and Applovin for making this event such a success.

Member News: MediaMath

The winners of the first MediaMath Awards have been announced, and local online digital marketing agency Interactive Avenues have been announced as the APAC winner in the Best Campaign by an Agency category for their video campaign for client, Mahindra.

Author: Megan Reichelt, Integral Ad Science

CTV advertising is the new promised land of digital advertising, says Megan Reichelt of Integral Ad Science. Yet brands and marketers are slow to invest. One of the key mistakes marketers make is comparing CTV to digital and linear TV.

Author: Cyprus Jake Malinao, Teads

In this final white paper of a 3-part series from the Data and Addressability subgroup of our Programmatic Council, Cyprus Jake Malinao from Teads gives you 8 - yes 8 - attribution models that provide more insightful information than just last-click measurement.