Chinese users spend 4.7 hours a day or more on their smartphones, generating massive amounts of data. Artefact Asia partner Xavier Mussard explains how segmentations capturing personas, life stage, and engagement can offer personalisation in the world’s largest internet market.
Campaigners liken Google to Goldfinger, but tech giant insists its initiative is part of an open discussion with the advertising community.
As behavioural targeting becomes harder, contextual targeting will become increasingly important in a world where user-level data has been reduced, writes Integral Ad Science's APAC SVP.
Ecommerce company’s Advanced Audience Technology is based on user IDs and updates in real time.
GroupM gathered insights from 14,000 middle income consumers across 23 countries.
Inaccurate or negligent use of location data has resulted in up to 65% of mis-targeted digital spending, survey finds.
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