Middleware emerged to try to fill a chasm between buyers and sellers, but can't truly solve any of the problems it professes to solve. Will that change as the adtech space evolves?
An OpenX and ExchangeWire report finds, among other trends, that APAC marketers are investing in first-party data and conducting supply-path-optimisation reviews.
Supply path optimisation promises to fix programmatic's transparency issues, as well as reduce the adtech tax and protect against fraud. It's a promising development that is gaining traction in Asia-Pacific, but how does it work?
Media network pooled data from more than 400 demand-side partners to track how ad dollars in APAC filter through the supply chain.
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