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.
Is this a welcome or an unattractive move for marketers, and what was likely behind LinkedIn's decision?
Programmatic buying can be confusing even to those who consider themselves pros. Here are a few guidelines to help demystify the world of programmatic.
Western ad tech companies make some common mistakes when entering the Chinese market – here are some of the most common ones.
In order for programmatic to grow significantly in the Chinese market, publishers need to buy into the model - accessing and embracing the technology is the easy part.