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?
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.
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.
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.
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.
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.
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.
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.
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.
Authors: Nisa Seah, Oracle Advertising and Suhail Ahmed, Dentsu Malaysia
Identity is a key element of digital advertising campaigns, and finding reliable cookie alternatives has led to the rise of universal ID solutions, say Nisa Seah from Oracle and Suhail Ahmed from Dentsu Malaysia in this second part of a 3 part series of white papers on Data & Addressability.
Author: Emily Yri, Pubmatic
In this White Paper, Emily Yri from PubMatic predicts that all advertising will become digital and transacted programmatically in the future, and explains how this will be achieved and the benefits accrued from this transformation.
