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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

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

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

Video Demand-Side Platform Evaluation for the Chinese Market

December 29th, 2014 // 10:03 am @ // No Comments

Video Demand-Side Platform Evaluation for the Chinese Market

Recently I was asked by one of my clients to evaluate the usage of video demand-side platforms (DSPs) for branding campaigns. This is interesting because DSPs have always been associated with performance/direct-response campaigns. When I think of DSPs, I think e-commerce retargeting, automotive leads acquisition, or FMCG member acquisition campaigns. The reason for this association […]

Category : Blog &Digital Marketing &Featured &Programmatic

5 Interesting Observations on E-Commerce Media Buying in China

September 22nd, 2014 // 6:20 pm @ // No Comments

5 Interesting Observations on E-Commerce Media Buying in China

E-commerce is one of the fastest-growing sectors within digital in China. And as a media agency, we have observed more and more client requests to invest on these particular channels. However, the e-commerce media buying model is drastically different from portals and OTV. So, I’d like to cover some interesting observations about working with Chinese […]

Category : Blog &Digital Marketing &Featured

Let’s Get Practical With the Convergence of Marketing and Ad Tech

September 22nd, 2014 // 5:35 pm @ // No Comments

Let’s Get Practical With the Convergence of Marketing and Ad Tech

Ever since Oracle announced the acquisition of BlueKai a few months back, there’s been nonstop hype on the convergence of marketing technology and ad tech. Phrases like “360-degree view of the consumer” and “end-to-end coverage across the entire funnel” are thrown around liberally by industry experts and the like. But what are the immediate implications to marketers? […]

Category : Blog &Business Intelligence &Digital Marketing &Featured &Programmatic

Is iGRP Dumbing Down Digital?

August 14th, 2014 // 5:17 pm @ // No Comments

Is iGRP Dumbing Down Digital?

The concept of gross rating point (GRP) originated from TV advertising and it has long been the accepted standard by marketers. However, with the emergence of digital, consumer behavior is shifting sharply from TV to online video. Hence the birth of the iGRP, which utilizes similar reach and frequency metrics but calculated within the netizens’ […]

Category : Blog &Digital Marketing &Featured

Who Should Own My Data Management Platform?

May 5th, 2014 // 4:25 pm @ // No Comments

Who Should Own My Data Management Platform?

Demand-side platform (DSP) is one of the hottest media trends right now, but what most people fail to understand is that it is merely a buying mechanism. The real value lies in the data management platform (DMP), which acts as the brain that tells the DSP which ad impression to buy. In the Western ad […]

Category : Blog &Digital Marketing &Featured &Popular &Programmatic

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