Acquisition values DMP and DSP platform at US$310 million.
TripAdvisor's vice-president of display, APAC, Cindy Tan says brands need to be "extremely organised" to get the most from their programmatic campaigns. The region may be "data poor" but her firm sits on "a pot of really valuable data" which allows it to take a comprehensive view of travellers' entire customer journey from start to finish.
MasterCard's SVP head of marketing, Asia-Pacific, Middle East and Africa, Sam Ahmed says programmatic sits at the centre of the brand's marketing strategy. He says this is due to the "incredible" targeting programmatic enables, the richness of data it delivers and that it is a strong driver of efficiency.
Dell's digital marketing and social media lead, SE Asia, Priyanka Nath says programmatic delivers cost-efficiency and effectiveness. With customers typically "60 percent through their decision making journey" before they even contact a vendor, programmatic is a crucial tool to reach them earlier and educate, she says.
Hewlett Packard Enterprise’s global media and digital marketing director, Jonathan Yang, tells Campaign Asia-Pacific about the “exciting” programmatic journey, and the importance of finding a good media agency partner.
HONG KONG - Campaign Asia-Pacific’s webcast series for 2015, presented in association with Turn, kicked off this morning with an investigation of data and digital-marketing best practises, as well as what the 'new normal' will be for marketing organisations.
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