Matthew Miller
Aug 7, 2018

APAC's digital-data deficit, and what to do about it

Marketers in many markets in APAC face a dearth of solid data to use in digital marketing, compared to their western counterparts. Could a coming influx of telco data improve the situation?

A lack of reliable data makes consumers in growth markets difficult to target.

For a long time, publications such as this one have been reporting that APAC markets lag behind those in the west in adoption of data-led, programmatic digital advertising. Fingers have been pointed at lack of digital knowhow and talent, lack of budget, lack of tools and lack of will or lack of clue among senior company leadership.

While many of those issues were andor continue to be real ones, another factor tends to get...

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