Programmatic Blog

Brand marketing builds trust and credibility by highlighting values and purpose, going beyond product promotion. Programmatic advertising offers enhanced targeting, real-time insights, and efficiency. Marketers can personalize branding at scale through data-driven approaches, adapting to changing consumer behaviors. As branding remains crucial, programmatic advertising becomes an essential tool...

Data clean rooms are secure platforms that enable analysis and utilization of first-party data while protecting privacy. They allow organizations to access and combine data from various sources without compromising data integrity. Data collaboration in clean rooms unlocks the full potential of data while safeguarding privacy. However, challenges include conflicts over access, data quality, and...

In this article, we will dive into Prebid, a type of header bidding that provides publishers with high performance. We’ll also look at how Prebid can play a role in audience identification (ID) solutions, which is growing in popularity as an alternative to 3rd-party cookies and IDFAs. The article will look to detail how Prebid works, how Prebid can be used in applications, and how it relates to...

The COVID-19 pandemic has significantly reshaped the advertising industry, with consumer behaviors undergoing a profound transformation. Lockdowns, social distancing, and health concerns have led to a surge in online activities as people turned to digital platforms for work, leisure, and shopping. As a result, traditional advertising channels have faced limitations, and offline traffic has...

In the dynamic landscape of the e-commerce industry, businesses must always remain at the forefront of the market. This entails embracing novel technologies, adjusting to shifting consumer behaviors, and devising inventive approaches to distinguish themselves in an ever-more competitive arena.

We are at the midpoint of 2023 and Programmatic Digital Out of Home (DOOH) is showing no sign to slow down. In April’s blog post, our Adtech & Programmatic Committee Team Lead Sally shared an excellent showcase of a programmatic DOOH campaign in Hong Kong. For this blog post, I would like to take a more macro approach and look at the state of programmatic DOOH in Mainland China, and extend further...

In the ever-changing landscape of digital marketing, programmatic advertising has emerged as a transformative force, offering advertisers and publishers a streamlined and data-driven approach to reaching their target audiences. As programmatic advertising continues to evolve, the integration of AI, machine learning, and automation has paved the way for unparalleled personalization, efficiency, and...

Tourism has always been an essential component of Hong Kong’s economy, and recent data highlights the significance of the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) as a key market for the city's tourism industry. During the five-day Golden Week holiday, Hong Kong welcomed 1.71 million visitors, with 625,000 arriving from mainland China. These travelers accounted for 37% of the total...

Many advertisers hesitated to invest in out of home advertising in the past 3 years due to the pandemic and travel restriction globally, which has brought significant challenges to the travel industry. For advertisers constantly on the hunt for the most effective strategies to reach travelers, programmatic DOOH has proven to take things a step further, allowing advertisers with a smarter way...

While there are means to achieve better results, there’s one perspective which often gets overlooked, the role of publishers in 1-1 PMP trades. The best publishers are committed to deliver the best campaign performance and ROI for their advertisers. Their in-house ad operation team could play a crucial part in PMP, or what we often refer as Premium Programmatic trade. Here is how.