Insights & Thought Leadership Archives - Page 3 of 6

Why smart marketers are moving on from last click attribution

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.

23/03/2023

Superapp Advertising & differences in Retail Media between East and West

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.

20/03/2023

What Web 3.0 means for Streaming Industry?

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.

16/03/2023

Singapore | Malaysia | Philippines: Understanding the consumer perspective on Data Privacy in SEA

In a research report just released by the IAB SEA+India, 34% of respondents in Singapore/Malaysia/Philippines say they will not pay for ad-free online content yet more than twice this number (72%) have paid for subscriptions to online streaming platforms, implying confusion over the definition of online content.

12/03/2023

New consumer needs revealed whitespace: Shoppertainment has arrived and it’s $1 Trillion.

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.

07/03/2023

Indonesia: Understanding the consumer perspective on data privacy In SEA

“An elusive question remains as to what data points would be considered acceptable to consumers and valuable to marketers, to ensure continued free access to high quality content,” says IAB SEA+India Regional Board member, Alvin Liong, IlmuOne Data, commenting on a lack of willingness by consumers in Indonesia to

28/02/2023

New Research : SEA Consumers Don’t Understand Advertising Provides Access To FREE Online Content

There’s a significant gap between consumers’ perceived understanding of online data privacy and the value exchange of advertising providing access to free online content, according to a report just released by the Regional Board of the IAB SEA+India. More than 8000 people took part in the multilingual survey providing a rich seam of data such as 70% of respondents preferring a single login to access any website.

20/02/2023

What Is Supply Path Optimisation and Why Should Media Buyers Care?

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.

12/02/2023

EssenceMediacom launches as the breakthrough agency with 120 offices globally

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.

09/02/2023

The Rise of Private Marketplaces – a Solution to the Cookiepocalypse

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?

05/02/2023

99% of Asia Marketers increasing retail media spend says new research report

We partnered with the Carousell Media Group to survey Asia marketers on the retail media phenomenon. There were just under 2000 survey responses from advertising decision makers across Asia, the majority being from marketers with 17+ years experience. Read our report to find out more about how retail media advertising is opening up entirely new opportunities for brands.

01/02/2023

Programmatic and header bidding

Author: Saurabh Golani, Microsoft
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.

29/01/2023

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