Insights & Thought Leadership Archives - Page 4 of 6

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

How can brands win the attention economy through Live streaming?

Author: Tara Crosby, Twitch

The Attention Economy is nothing new and brands have always vied for that gold nugget of audience attention. But how do you measure attention in CTV & Streaming? After all, it’s not just engaging eyeballs, it’s also engaging ears. Tara Crosby from Twitch Advertising explains how brands must find a voice in the fragmented Live streaming landscape.

17/01/2023

Sustainable Advertising Ecosystem In A Streaming-focused World

Author: Shilpa Kolte, Xandr

According to The Drum, digital now has a greater share of Greenhouse Gas (GHG) emissions than the aviation industry. A recent IAB SEA+India survey of members found a strong willingness to become sustainable as an industry; but a lack of knowledge beyond turning off the lights and using less water. This article looks into what wider sustainability practices are currently in place within the industry.

10/01/2023

Identity & Interoperability – Challenges and Development

Authors: Darshan Radia, Dentsu International and Fai-Keung Ng, The Trade Desk

With Apple’s App tracking Transparency framework and Google’s planned deprecation of third party cookies, the world of identity is fast-changing. Darshan Radia of Dentsu International and Fai-Keung Ng from The Trade Desk, and members of our Data & Attribution Council, discuss how identity matters, various Identity stakeholders, the latest industry trends around identity and how industry players are preparing themselves for the new user-first privacy-compliant world.

18/12/2022

OTT and CTV – Wh’ADS happening?

Author: Fabio Fedele, The Trade Desk

Southeast Asian viewers are streaming more than 9.7 billion hours of content every month, and advertisers can now reach more than 116 million viewers over OTT, 89% of whom are happy to watch more ads in exchange for free content. A member of our CTV & Streaming Council, Fabio Fedele from The Trade Desk provides more details for advertisers about grasping these opportunities.

14/12/2022

A Marketer’s Journey To Using Contextual Like A Pro

Authors: Manaswita Sarkar, SPH and Benjamin Rehberg, Teads

Two post-cookie alternatives that have emerged as popular choices are contextual targeting and two first-party data and identity-based solutions. Manaswita Sarkar from SPH Media and Benjamin Rehberg from Teads deep dive into using contextual marketing from a marketer’s perspective.

09/12/2022

Data & Addressability | Part 3 of 3 | Attribution Modelling

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.

24/11/2022

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