Plans & Pricing
Does My Company Subscribe?
A flurry of venture capital and merger-and-acquisition activities has taken place in China’s programmatic market as financial and strategic buyers bet on the area’s growth or seek to expand their knowhow. eMarketer’s Andria Cheng spoke with Charlie Wang, COO of programmatic video ad tech firm ReachMax, about key trends and potential impediments to programmatic ad growth in China.
eMarketer: What are the biggest changes you have seen in China in the past year?
Charlie Wang: We’re seeing consolidation. AdChina, one of the biggest ad networks in China, was acquired by Alibaba. BAT [Baidu, Alibaba and Tencent] is actively acquiring technology companies in this space. There’s definitely going to be a lot of acquisitions either by the BAT or by the agencies. We’re probably going to see no more than five big independent programmatic players survive. The independent DSPs [demand-side platforms] definitely have to make an IPO [initial public offering] soon or they’ll just get acquired.
Primary Way in Which Their Programmatic and Direct Media Buying Teams Operate According to US Digital Media Buying Decision-Makers, May 2018 (% of respondents)
UK Senior Ad Buyers/Planners Who Agree that GDPR Will Lead to Less Programmatic Ad Spending, May 2018 (% of respondents)
UK Digital Display Ad Spending Share, by Format and Purchase Method, 2017 (% of total)
Channels/Tactics with the Greatest Opportunity for Advertising in 2018 According to UK Brands vs. Agencies (% of respondents)
US Advertisers and Agency Professionals Who Believe They Will Stop Using RFP Buys in the Future, Feb 2018 (% of respondents)
Digital Ad Pricing StatPack: Programmatic Display CPMs and Pricing Trends for 2018
General Data Protection Regulation (GDPR): What Companies Need to Know Now
The Next Battle for Brand Safety Is in the Comment Section
How Advertisers Are Reorganizing Around Programmatic
Fear of the Duopoly Remains Strong for Advertisers
Ad Agencies Are Breaking Down Programmatic Silos