While programmatic advertising is growing in China, data management platforms (DMPs) are also increasingly important there, according to an eMarketer article. The research firm projects nearly $10
billion in programmatic ad spending this year in China. Research by ZenithOptimedia and Nielsen in 2015 found that a quarter of China's advertisers said having a DMP in place was important, while 62%
called it a "very important" priority, with just 15% indicating that working with a DMP was of minimal importance.
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