If there is one thing Asian marketers want out of programmatic, it is help with integration and data insights. With so much focus now on analytics, marketers will need a way to tie all the data together to drive more informed decisions.
They also want these insights to enrich storytelling across all marketing and communications activities, says Yean Cheong, Cadreon’s Asia-Pacific head of programmatic, which is part of the IPG Mediabrands agency group that manages USD$39bn (£29.1bn) in marketing budgets on behalf of its customers. The group has more than 9,000 employees across more than 130 countries.
In this Q&A with ExchangeWire, Cheong explains why she welcomes new competitors in the market and why programmatic is not the magic wand that marketers think it to be.