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Programmatic Adoption By APAC Marketers Is On The Rise

Programmatic adoption by Asia Pacific (APAC) marketers is on the rise, according to a study conducted by Forrester Consulting titled “Programmatic: The shifting paradigm of digital marketing." CMO Innovation reports that the study, commissioned by MediaMath, found that 41% of senior marketing professionals in APAC have already adopted programmatic buying, with Australia (48%), Singapore (46%) and Japan (45%) ranked as the most mature markets for it. "The survey also showed that more than half of marketers in the less mature countries, such as India (52%), Malaysia (58%), and Indonesia (56%), are either planning to adopt or are currently evaluating whether to adopt programmatic buying." Further, 82% of those surveyed indicated they are either satisfied or highly satisfied with their investment in programmatic technology. 96% of these adopters say they plan to continue investing in programmatic technology in the next 24 months, while 48% of marketers surveyed that haven't adopted programmatic indicated that they're either planning to or are currently evaluating it.

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