Programmatic is 'central' to nearly 40% of APAC marketers

A recent poll by the World Federation of Advertisers (WFA) found that nine out of 10 APAC marketers buy media programmatically and close to 40% consider it central to the planning and execution of the marketing mix.

The WFA polled 23 regional marketers at its WFA Media Forum in February. The organisation is holding a programmatic workshop for brands in Singapore on 12 April, in partnership with Infectious Media and Ebiquity.

More than half of respondents said they have a good understanding of the programmatic space, with 17% saying they are highly proficient. About a third, on the other hand, have a somewhat basic understanding.

The poll also looked at whether companies have dedicated programmatic talent, proficiency in measurement, ownership of the tech stack, 

Finally, the poll showed an almost even split between marketers who are currently using their central data resources to the fullest, and those who have yet to maximize their opportunities. Nearly a quarter (23%) of respondents have a DMP (data management platform) and are keen to do more with the tool. This indicates unlocked potential, according to the WFA.

The April workshop will focus on giving attendees conducting a simple ‘self-audit’ of current programmatic practices and processes and establishing / refining better controls across the entire campaign process with improved end-to-end ownership.

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