Browsing Posts of Author

The Practical Guide to Programmatic Planning in China: Part 2

October 28th, 2015 // 12:29 pm @ // 2 Comments

The Practical Guide to Programmatic Planning in China: Part 2

In my last article, I covered the foundations of programmatic planning principles. Today I will focus on the biggest issue in the Chinese programmatic ecosystem: conflict of interest. There are many disciplines within the programmatic ecosystem, some focus on serving the advertisers, such as through demand side platforms (DSP), while others primarily serve the sell side, […]

Category : Blog &Featured &Programmatic

The Practical Guide to Programmatic Planning in China: Part 1

October 28th, 2015 // 12:21 pm @ // No Comments

The Practical Guide to Programmatic Planning in China: Part 1

I have written quite extensively on how programmatic in China is different from the West, but that was on a conceptual level. Since then, quite a few people have asked me how does it actually work in a planning situation down to the nitty-gritty of a tech stack setup as well as vendor evaluation. In […]

Category : Blog &Featured &Programmatic

Programmatic in China Part 4: Open Exchange

June 3rd, 2015 // 10:26 am @ // No Comments

Programmatic in China Part 4: Open Exchange

This is my fourth and final installment on programmatic in China. As always, let’s first define the terminology. “Open Exchange,” also known as “Open Auction,” or “Open Marketplace,” usually contains the lowest tier of publisher inventory. The inventory consists of bottom of the barrel spots that are sold through real-time bidding with low floor price. Since […]

Category : Blog &Featured &Programmatic

Programmatic in China Part 3: The Private Marketplace

June 3rd, 2015 // 10:23 am @ // No Comments

Programmatic in China Part 3: The Private Marketplace

Today I will be covering the first layer of the auction-based programmatic model: private marketplace. As always, the ad-tech sphere is filled with jargon that often means the same thing. Private marketplace has several names: “invitation-only auction,” “private auction,” “closed auction,” and “private access.” Amongst these, the term that best describes the model is “invitation-only […]

Category : Blog &Programmatic

Programmatic in China Part 2 – Preferred Deal

February 2nd, 2015 // 2:07 pm @ // No Comments

Programmatic in China Part 2 – Preferred Deal

Last article, I covered programmatic premium models in China. Today I will talk about preferred deal. First, let’s wrap our heads around the terminology. Like programmatic premium, preferred deals also have various names: “Private Access”, “First Right of Refusal”, “First Look”, and “Unreserved Fixed Rate”. Amongst these terms, the simplest one describing the model is […]

Category : Blog &Digital Marketing &Programmatic

Programmatic in China Part 1: Programmatic Premium

December 29th, 2014 // 10:32 am @ // No Comments

Programmatic in China Part 1: Programmatic Premium

When putting together a programmatic strategy here in China, one of the most important tasks is determining which model of programmatic the client is most suitable for. There are mainly four types of programmatic models – programmatic premium, preferred deal, private marketplace, and open exchange – each with distinct advantages and disadvantages, and appropriate for […]

Category : Blog &Digital Marketing &Programmatic

Measuring Online TV Through Behavior-Based Measurements

December 29th, 2014 // 10:29 am @ // No Comments

Measuring Online TV Through Behavior-Based Measurements

It wasn’t so long ago that advertisers were still reluctant to invest in online TV (OTV). But today OTV is undoubtedly the hottest channel within digital, sometimes taking as much as 80 percent of total digital budget. This tremendous growth can be attributed to the emergence of Internet Gross Rating Point (iGRP), a methodology which […]

Category : Business Intelligence &Digital Marketing &Featured &Programmatic

True Viral Cannot Be Planned

December 29th, 2014 // 10:27 am @ // No Comments

True Viral Cannot Be Planned

Last week, a random ad by a third-tier city technical school went viral across the Chinese Internet. It certainly wasn’t intentional planning by the brand owners, because much of the buzz surrounding it was about how bad the ad was. Now, we can analyze the reasons why it went viral all we want, but I […]

Category : Blog &Digital Marketing

Common China Market Entry Mistakes In Ad Tech

December 29th, 2014 // 10:18 am @ // One Comment

Common China Market Entry Mistakes In Ad Tech

As programmatic continues to grow in China, many Western ad tech companies are also trying to catch this opportunity. Now I’ve listened to quite a few Western ad tech companies’ sales pitches, but most leave me unconvinced. Some of these companies are completely ignorant of the local market dynamics, while others are not sure how […]

Category : Digital Marketing &Featured &Programmatic

Publisher Policy, Not Technology, Will Determine Programmatic Growth in China

December 29th, 2014 // 10:14 am @ // No Comments

Publisher Policy, Not Technology, Will Determine Programmatic Growth in China

I recently attended the Google Marketplace Conference in Beijing, where the core topic was centered on private marketplace (PMP) opportunities for both publisher and ad buyers. While the Google and agency trading desk (ATD) executives are filled with optimism, my chats with publishers and clients conveyed mixed feelings as well as realistic execution difficulties. Personally, […]

Category : Blog &Digital Marketing &Programmatic

Latest Posts

Popular Posts

Subscribe