The Asia Pacific region is expected to overtake North America this year as the world's biggest market for digital advertising spend, according to a report from Strategy Analytics.
The launch of Mindshare's programmatic premium trade desk for Nestlé in China will validate buying spends for other brands operating in the region.
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.
Chinese Internet is not complicated. Remember, it is a seller's market.
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