The way data is collected, shared and used by marketers in China is still evolving, as agencies and clients work together in a test and learn environment.
Fragmentation across the Asia Pacific region means good marketing here should not be defined by a one-size fits all strategy.
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.
Consumers are everywhere, hopscotching from one medium to the next. And brands are eager to be there when they arrive.
Device fragmentation, and its effect on the way consumers connect with material, will have a huge impact on marketing strategies in the coming months.