The current state of video viewability in China

The current state of video viewability in China

8y Charlie Wang

The current state of video viewability in China

China's online video industry continues to be plagued by viewability and ad-serving issues – and here is why. Read More...

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China's real-time bidding for video programmatic is a myth

China's real-time bidding for video programmatic is a myth

8y Charlie Wang

China's real-time bidding for video programmatic i...

Conflicts of interests mean there is nothing 'real' about real-time bidding for programmatic video buying in China. Read More...

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Access to data is the key to China's programmatic sector

Access to data is the key to China's programmatic sector

8y Charlie Wang

Access to data is the key to China's programmatic ...

Experts predict that in 2016, access to data will become more readily available to advertisers in China, which will result in the overall refinement o...

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Eliminating the fear factor of programmatic buying in China

Eliminating the fear factor of programmatic buying in China

8y Charlie Wang

Eliminating the fear factor of programmatic buying...

Brands need not be afraid of programmatic buying in China if they understand the difference between real time buying and more premium, targeted models...

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The Practical Guide to Programmatic Planning in China: Part 4

The Practical Guide to Programmatic Planning in China: Part 4

9y Charlie Wang

The Practical Guide to Programmatic Planning in Ch...

Here is how to select data management platforms (DMP) for a programmatic strategy in China's closed and fragmented data ecosystem. Read More...

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The Practical Guide to Programmatic Planning in China: Part 3

The Practical Guide to Programmatic Planning in China: Part 3

9y Charlie Wang

The Practical Guide to Programmatic Planning in Ch...

How to evaluate demand side platforms for a programmatic strategy in China. Read More...

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The Practical Guide to Programmatic Planning in China: Part 2

The Practical Guide to Programmatic Planning in China: Part 2

9y Charlie Wang

The Practical Guide to Programmatic Planning in Ch...

Conflict of interest remains a major hurdle in the development of China's programmatic landscape. Here is what clients need to know. Read More...

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A Practical Guide to Programmatic Planning in China: Part 1

A Practical Guide to Programmatic Planning in China: Part 1

9y Charlie Wang

A Practical Guide to Programmatic Planning in Chin...

Charlie Wang talks through the finer points of planning a programmatic strategy for China. Read More...

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Programmatic Video: China Versus the West

Programmatic Video: China Versus the West

9y Charlie Wang

Programmatic Video: China Versus the West

Following a trip to London, Charlie Wang shares his observations on the key differences between China's video programmatic system and that of the big ...

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Programmatic in China Part 4: Open Exchange

Programmatic in China Part 4: Open Exchange

9y Charlie Wang

Programmatic in China Part 4: Open Exchange

This is the last part of the "Programmatic in China" series and in this article we'll take a look at the open exchange model. Read More...

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Programmatic in China Part 3: The Private Marketplace

Programmatic in China Part 3: The Private Marketplace

9y Charlie Wang

Programmatic in China Part 3: The Private Marketpl...

Charlie Wang looks at the private market programmatic model in China's unique ad-tech space. Read More...

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Programmatic in China Part 2: The Preferred Deal

Programmatic in China Part 2: The Preferred Deal

9y Charlie Wang

Programmatic in China Part 2: The Preferred Deal

In part two of this look at programmatic buying in China, columnist Charlie Wang looks at the preferred deal models in China. Read More...

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Programmatic in China Part 1: Programmatic Premium

Programmatic in China Part 1: Programmatic Premium

9y Charlie Wang

Programmatic in China Part 1: Programmatic Premium

A first look at understanding China's unique programmatic ecosystem, with a focus on programmatic premium. Read More...

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Measuring Online TV Through Behavior-Based Measurements

Measuring Online TV Through Behavior-Based Measurements

9y Charlie Wang

Measuring Online TV Through Behavior-Based Measure...

Programmatic online TV (OTV) needs to shift from panel-based to behavior-based measurements for the best results. Read More...

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True Viral Cannot Be Planned

True Viral Cannot Be Planned

9y Charlie Wang

True Viral Cannot Be Planned

As a recent viral advertisement for a technical college in China shows, there is no rhyme or reason when it comes to what campaigns get picked up by t...

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Common China Market Entry Mistakes

Common China Market Entry Mistakes

10y Charlie Wang

Common China Market Entry Mistakes

Western ad tech companies make some common mistakes when entering the Chinese market – here are some of the most common ones. Read More...

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Publisher Policy, Not Technology, Will Determine Programmatic Growth in China

Publisher Policy, Not Technology, Will Determine Programmatic Growth in China

10y Charlie Wang

Publisher Policy, Not Technology, Will Determine P...

In order for programmatic to grow significantly in the Chinese market, publishers need to buy into the model - accessing and embracing the technology ...

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Video Demand-Side Platform Evaluation for the Chinese Market

Video Demand-Side Platform Evaluation for the Chinese Market

10y Charlie Wang

Video Demand-Side Platform Evaluation for the Chin...

Video demand-side platforms are gaining traction in APAC. Here is a look at the distinct advantages and disadvantages of using this channel for media ...

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5 Interesting Observations on E-Commerce Media Buying in China

5 Interesting Observations on E-Commerce Media Buying in China

10y Charlie Wang

5 Interesting Observations on E-Commerce Media Buy...

E-commerce media buying in China differs greatly from other forms of media buying, such as portals. Here are five thoughts about the state of e-commer...

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Let’s Get Practical With the Convergence of Marketing and Ad Tech

Let’s Get Practical With the Convergence of Marketing and Ad Tech

10y Charlie Wang

Let’s Get Practical With the Convergence of Market...

There's a lot of hype surrounding Oracle's acquisition of BlueKai. However, here are a few immediate implications to marketers. Read More...

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Is iGRP Dumbing Down Digital?

Is iGRP Dumbing Down Digital?

10y Charlie Wang

Is iGRP Dumbing Down Digital?

With new behavioral datasets, direct response and search marketers view iGRPs as taking a step back in measurement. Here's why. Read More...

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Who Should Own My Data Management Platform?

Who Should Own My Data Management Platform?

10y Charlie Wang

Who Should Own My Data Management Platform?

Mapping out the pros and cons of data management platform (DMP) ownership - an ad tech dilemma for marketers in China. Read More...

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5 Digital Media Buying Trends to Watch in China

5 Digital Media Buying Trends to Watch in China

10y Charlie Wang

5 Digital Media Buying Trends to Watch in China

The Tencent and Alibaba mobile commerce war will continue to heat up and there will be a new competitor for Baidu in China and beyond. Read More...

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4 Tips to Effectively Measure B2B Demand Generation Campaigns

4 Tips to Effectively Measure B2B Demand Generation Campaigns

10y Charlie Wang

4 Tips to Effectively Measure B2B Demand Generatio...

Because of the unique challenges B2B marketers face, consider these tips to measure your media mix effectively. Read More...

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Will Programmatic Premium Buy Overtake RTB in China?

Will Programmatic Premium Buy Overtake RTB in China?

10y Charlie Wang

Will Programmatic Premium Buy Overtake RTB in Chin...

A research firm in China predicts that PPB will become the primary buying method within DSP ad buying in the country. I beg to differ. Read More...

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Do Marketers Need Big Data?

Do Marketers Need Big Data?

10y Charlie Wang

Do Marketers Need Big Data?

Much of the hype around big data focuses on volume, variety, and velocity, but do marketers have any clue on how to apply big data in our brands and c...

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Are View-Through Conversions the Last Line of Defense for Banner Advertising?

Are View-Through Conversions the Last Line of Defense for Banner Advertising?

11y Charlie Wang

Are View-Through Conversions the Last Line of Defe...

Here are the issues around view-through conversions and three ways to determine if it's a valid metric for your brand. Read More...

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