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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(L-R) Juliette Stead, Niraj Nagpal, Laura Quigley, Gavin Buxton, Andrew Tu, Samantha Pearlson, Jordan Khoo, Amir Rezaee
It may seem fruitless to make predictions as the world continues to battle a pandemic and the uncertainty this brings with it. But as
Campaign Asia-Pacific discovered in a feature yesterday (January 7), while Covid-19 has heavily disrupted many industries, adtech has remained resilient.
Indeed, the 2020 predictions that adtech experts made for the industry in January before the virus took hold all came to pass despite disruptions to global adspend. Covid-19 acted as an accelerant to many of the anticipated trends: social distancing propelled the growth of OTT consumption and adspend followed; the industry witnessed faster-than-expected growth of in-app; metrics came into sharper focus; and privacy was thrown even further into the spotlight.