Research

Programmatic Ad Buying in Asia

June 9, 2020

Our New Research Report Looks at Programmatic Ad Buying Trends and Challenges Across the Diverse and Important Asia Region.

Rubicon Project paired up with Campaign Asia to survey media buyers and assess opportunities to accelerate the growth of programmatic ad buying in the region.

We asked 185 senior stakeholders at agencies and Demand-Side Platforms (DSPs) to share their expectations, challenges, and active plans regarding programmatic ad buying across key markets in Asia.

Our report highlights the trends that are driving investment in programmatic and identifies the challenges the region is facing to accelerate the shift of digital ad budgets from direct insertion order (IO) to more automated methods.

The research compares and contrasts findings across nine countries: Hong Kong, Taiwan, India, Singapore, The Philippines, Thailand, Malaysia, Vietnam, and Indonesia.

Key Findings

  • 76% of buyers operate in markets where programmatic buying is widely adopted, however, buyers have been slow to shift budgets from direct insertion order (IO) to programmatic.
  • A greater investment in education and skill development among buyers across all markets and at all levels will be the key to driving further adoption of programmatic buying and unlocking more programmatic budgets.
  • For those buyers already investing in programmatic, the data, measurement, and optimization capabilities of programmatic are driving this behavior. Pricing and budgets are less influential in driving decisions to buy programmatically.
  • Programmatic Over-the-Top (OTT) has strong tailwinds across the region, particularly in India and Indonesia, and the COVID-19 pandemic is helping to accelerate investment in this format.

Download the full report to gain additional insights into the programmatic opportunities for Asia and discover Rubicon Project’s recommendations for capitalizing on programmatic’s potential in 2020 and beyond.


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