Plans & Pricing
Does My Company Subscribe?
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.
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)
US Advertisers and Agency Professionals Whose Media Buys Will Use an RFP, Feb 2018 (% of respondents)
Data-Driven Use Cases that Will Occupy Their Attention in 2018 According to US Senior Marketing Professionals (% 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
How Programmatic Platforms Absorb 20% of Media Ad Spend
Examining Canada's Podcast Landscape