Charlie Wang talks through the finer points of planning a programmatic strategy for China.
Though native advertising is currently the apple of the industry's eye, banner ads are still relevant, as programmatic buying and big data make them more sophisticated.
Having a good number of ad partners with diverse strengths, as well as the right mix of programmatic partners, can help publishers leverage their traffic to maximize their revenue per visitor or page view.
Advertisers are set to gain an additional foothold in China's growing programmatic market after Tencent announced the launch of its third party data management platform.
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 players in Europe.
The launch of Mindshare's programmatic premium trade desk for Nestlé in China will validate buying spends for other brands operating in the region.
Marketers who try programmatic direct will make themselves more comfortable with the broader concept of programmatic. Then, the logical next step is to test out real-time bidding.
If publishers embrace existing demand-side platforms instead of continually creating new ones, the industry will remain as de-fragmented as possible and everyone will have the option to see improved campaign results.
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.
Programmatic doesn't mean human-free, but it does require a new way of looking at the media buying landscape.