China's online video industry continues to be plagued by viewability and ad-serving issues – and here is why.
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Conflicts of interests mean there is nothing 'real' about real-time bidding for programmatic video buying in China.
Experts predict that in 2016, access to data will become more readily available to advertisers in China, which will result in the overall refinement of programmatic strategies.
Brands need not be afraid of programmatic buying in China if they understand the difference between real time buying and more premium, targeted models.
Here is how to select data management platforms (DMP) for a programmatic strategy in China's closed and fragmented data ecosystem.