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Programmatic Faces Hurdles In China

  • eMarketer, Monday, February 15, 2016 8:45 AM
Programmatic transactions face challenges in China, according to an interview with ReachMax COO Charlie Wang published in eMarketer's daily newsletter. One of the biggest hurdles to doing programmatic in China is the lack of data from third-party DMPs (data management platforms). In the West, there are many DMPs. Wang told eMarketer that Baidu, Alibaba and Tencent  (referred to as the BATs) hoard data and aren't very open about using the data outside their ecosystem. "The reason that the BATs don't like to open their data is because they're worried that once they open it up, somebody may take it--cookie-level data is very easy to steal," Wang said.

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