Redefining programmatic

This report describes the explosion of programmatic in China and examines the implications of marketing automation for its media landscape.
  • Fixed price programmatic trading in 2017 will account for 52% of the market in China - in comparison with only 31% in the US.
  • The programmatic industry in China has three unique challenges: available inventory, data availability and the lack of a programmatic standard across the industry leading to inconsistency and causing issues for publishers.
  • Chinese advertisers have often seen programmatic trading as primarily a mechanism for disposing of remnant inventory.
  • Data management platforms are integral to China's programmatic universe, although specific date restrictions have led them to evolve in markedly different ways from many Western markets....

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