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Insights & Thought Leadership.

Using Measurement to Improve Sustainability In Advertising

Digital technology produces 4% of the world’s carbon footprint and is growing at 9% per year, while the internet emits 1.6bn tons of greenhouse gases annually. In this article, Simon Clarke from On Device Research Asia discusses how data can identify where to reduce waste, ensure that impressions used have a greater effect., and how brands should communicate their sustainable advertising credentials to their audiences.

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12/11/2023

Performance Marketing In A Post-deterministic World

Author: Jayakrishnan Chandrasekaran, InMobi | IAB SEA+India Data, Measurement & Impact Regional Council

We have collectively lost access to around 70% of Identifier for Advertisers (IDFAs) as research shows only about 30% of users give permission to be tracked when shown Apple’s App Tracking Transparency (ATT) prompt to opt-in to app tracking. For a user who does not share permission to be tracked, the IDFA returns a null value to the app, ad network and measurement partner. This has upended how the digital advertising ecosystem collects and processes device IDs. Jayakrishnan Chandrasekaran from InMobi discusses here what can be done to offset this.

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08/11/2023

Driving Sustainability in Media in Asia

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.

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01/11/2023

Chasing Unicorns: Are Data Clean Rooms Elusive To Most Marketers?

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.

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17/10/2023

The Next Frontier of Retail Media

Authors: Samantha Pearlson and Fai-keung Ng, The Trade Desk
IAB SEA+India Retail Media Regional Council

With retail data solutions, using an off-site media platform advertisers not only get access to valuable audience segments for effective targeting, but they can also enjoy transparent reporting and closed-loop measurement through partnerships with leading retailers.

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12/09/2023

How Brands Can Power-up With Mobile Game Advertising

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.

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04/09/2023

Leveraging data partnerships to augment first-party data strategy

Marketers today struggle to find a concise guide or practical solution on how to create and implement a first-party data strategy. Manaswita Sarkar from SPH Media suggests using data partnerships in marketing use-cases, sourcing and sharing data, and discusses how to choose the right partner as well as technological and legal considerations.

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11/07/2023

Using AI to Increase Revenue and Reduce Costs

Author: Shabana Badami, Google | IAB SEA+India AdTech & Innovation Regional Council
AI is the most profound technology human-kind is working on today. It is seen as the third major shift in technology — after the arrival of the internet, and the move to mobile. Both of these shifts created new growth and opportunities, as will AI; and optimising AI will become a discipline in its own right.

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03/07/2023

The rise of Retail Media in Asia

Author: JJ Eastwood, Chair IAB SEA+India Regional Board.
Retail media is a game-changer in the advertising industry, offering brands unparalleled opportunities to connect with consumers in a targeted and personalised manner, and projections estimate it to be a market worth over $160 billion by 2027.

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07/06/2023