Improving Metrics Can Help Advance Mobile Programmatic, Counter Ad Fraud in Asia-Pacific - eMarketer
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eMarketer Interview

Improving Metrics Can Help Advance Mobile Programmatic, Counter Ad Fraud in Asia-Pacific

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An interview with

Gavin Buxton

Vice President, Sales, Asia-Pacific, S4M (Success for Mobile)

Topics:

Interview summary

Gavin Buxton, vice president of sales for Asia-Pacific at mobile native ad technology firm S4M (Success for Mobile), is responsible for setting up and leading the firm’s expansion in the region. He spoke with eMarketer’s David Green about the differences between the mobile programmatic landscape in Asia-Pacific and in other regions, and how industry stakeholders can advance metrics to drive greater value and counter ad fraud.

Interview

eMarketer: S4M ran a global study that uncovered some interesting statistics about mobile usage—notably that 48% of mobile users click, but never arrive, on a landing page. Is that percentage different when it comes to Asia-Pacific?

Gavin Buxton: Where we see the difference is on actual rendered impressions, and pages that were 100% loaded on the mobile webpage and mobile app, [plus 1 second]. The global position on qualified landings for mobile visits is about 52%. In Asia-Pacific, it’s more like 70%. That could be because of fat thumbs or accidental clicks. Or [it could be because] sites are not mobile-optimized, and it’s just going to take too long for content to download [due to] connection speeds.