Ahead of next week’s release of original research examining the state of the programmatic industry in the Japan and Asia-Pacific (JAPAC) region, ExchangeWire speaks to Andrew Tu, Managing Director, APAC, OpenX, for a preview of the findings.
Why do you think the recovery in programmatic spend and revenue has been so strong in the JAPAC region? Are there market-specific factors driving this, or is this a global trend?
This is a global trend, and we have seen strong recovery across the entire OpenX business. That said, JAPAC in particular is increasingly embracing programmatic, and in our latest The State of Programmatic in JAPAC – 2021 report, which will be released soon, we see nearly two thirds of firms increasing their programmatic activity from last year, with 30% recording higher programmatic revenue or spend compared to pre-Covid figures.
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