Conflicts of interests mean there is nothing 'real' about real-time bidding for programmatic video buying in China.
The convergence of advertising and marketing technologies is increasing the way data can be used to improve the efficiency of display ads.
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.
APAC is well placed to be a market leader for programmatic buying, so what is holding advertisers in the region back from embracing it?
The more advertisers have access to attribution, the more they're going to want to track and segment their impressions.
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.
Marketers can no longer ignore the importance of programmatic advertising - it's time to incorporate them into your marketing strategies.
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.
The future of marketing lies in data management platforms, which have the power to help marketers leverage consumer data to create personalized, targeted ad content.