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Vice President, Asia-Pacific, PubMatic
In Asia-Pacific, programmatic is still in its early innings in several emerging markets, but more mature markets are beginning to mirror the US’ and Western Europe’s adoption rates. eMarketer’s David Green spoke with Jason Barnes, vice president for Asia-Pacific at ad tech firm PubMatic, about why programmatic is taking off in some markets, but not others, and what the future holds for ad buying automation in the region.
eMarketer: What are some trends in programmatic adoption across the Asia-Pacific region?
Jason Barnes: Australia and New Zealand are the most advanced markets with the the highest adoptions rates of programmatic, which are at around 50%, as well as the highest adoption of PMPs [private marketplaces] relative to the percentage of overall programmatic. We see way more PMP—and higher prices paid as a result—in Australia and New Zealand than any other market in the region. That’s a mark of maturity. Brand advertisers are more than happy to pay up to $10 for a PMP because they’ve got good data, they understand the audience and it’s is a medium that they’re comfortable with.
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