Campaign Asia-Pacific has posted a Q&A with PubMatic CEO Rajeev Goel exploring the topics of programmatic adoption in Asia, how “premium” publishers are using ad tech, what PubMatic is doing to expand in the region and what challenges the supply-side platform (SSP) has faced.
“I think the big challenge is around prioritisation and focus,” Goel says. “There is a notion that APAC is one region when it’s actually a dozen. Geographically too, it’s a large and expansive region. Second, is around education, and one has to invest in each of these markets. The third challenge is around infrastructure. Data centers have to be in certain proximity to users, but because of how expansive Asia is, this means investing in several data centers.”