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ExchangeWire notes that while publishers in Southeast Asia recognize that ad tech is increasingly necessary, most are still failing to fully embrace programmatic as one of the
most important ad-tech components. Marcus Tan, Asia-Pacific Japan managing director at SpotX, explains why publishers can no longer afford to look away and must start participating in the
region’s development of programmatic. Tan writes: "Companies that aggregate publishers’ inventory have created a simplified process of ad buying by offering a one-stop shop for advertisers
to buy across dozens, or even hundreds, of websites. This is a valuable service for some media owners; but, for most, it can limit the ability to fully maximize video ad yield and ROI. ...The industry
knows it must innovate, as data-driven buying and automation efficiencies inevitably become the norm – and it is time to act."
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