Over the years, programmatic advertising has become brands’ go-to technology to reach people with relevant messaging across channels and devices. Yet, it’s largely been powered by third-party cookies, which are falling out of favour as consumer privacy preferences continue to shift.
Growth rates in several APAC markets could easily accelerate with a push from publishers or advertisers. As these markets develop, the efficiency and effectiveness gains achieved by advertisers, agencies, and publishers elsewhere will become more apparent and fuel growth in APAC. It’s a defining point in time for the programmatic industry.