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Managing Director, Asia-Pacific, MediaMath
The phenomenal growth of mobile and video is shaping the evolution of digital advertising in Asia-Pacific. Programmatic is also expanding its reach, but publishers face some challenges in dealing with automated ad sales. Rahul Vasudev, managing director of Asia-Pacific for programmatic marketing company MediaMath, spoke with eMarketer’s David Green about programmatic advertising in the region.
eMarketer: What’s fueling the growth of programmatic advertising in Asia-Pacific?
Rahul Vasudev: Mobile is growing fast in the region—we’re seeing close to 40% of our business on mobile. Video is growing by more than 100% quarter over quarter, which is big considering the state of the supply side of the market.