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Technology Featured ANZ

IAS’ two new senior appointments to bolster ANZ market presence

Sydney, Australia – Two new senior appointments, namely Clem Birdsall, strategic partnerships director and Grace Parker, commercial lead in ANZ, are recently hired by global digital adtech Integral Ad Science (IAS) for their Australian and New Zealand (ANZ) market to further continue the company’s growth in the region.

In their new roles, Birdsall will lead IAS’s publisher and programmatic business in the region. He will work closely with publishers, brands, and agencies to navigate opportunities in contextual targeting and avoidance, supply path optimization, and programmatic buying efficiency with IAS’s solutions.

Meanwhile, Parker is tasked with building strong partnerships with agencies and brands across Australia and New Zealand. Her role focuses on helping advertisers leverage IAS tools that drive transparency and operational efficiency, achieve Quality Impressions™, and increase control over contextual environments.

Previously, Birdsall was the sales director at IAS, supporting publishers across Northern Europe, the Middle East, and Africa. Prior to that, he held several commercial roles at News Corp working across key business units, including News Corp Australia, News UK, Dow Jones, and REA Group.

Meanwhile, Parker has held sales and business development positions within the adtech industry in Sydney and London. Most recently, she was a strategic partnership manager at Bench Media and a senior sales manager at Blis, bringing key experience in driving revenue growth. 

“Our partners in Australia trust IAS as an industry leader in digital media quality and recognize our consultative approach to help them drive results. I look forward to applying my global industry experience to strengthen our leadership position in ANZ, and I’m thrilled to be leading the charge to foster deeper relationships with our publisher and programmatic customers,” Birdsall said regarding his appointment.

Meanwhile, Parker commented, “IAS is experiencing exciting growth across programmatic, CTV, and social platforms, and I am delighted to join at this critical point in the company’s journey. I look forward to leveraging my wealth of adtech experience to partner with brands and agencies to help them take advantage of IAS’ leading solutions.”

For Jessica Miles, country manager for ANZ at IAS, these appointments are part of the company’s commitment to continue forging strong relationships with agencies and brands in Australia and New Zealand, adding that customer obsession is their number one priority at IAS, and as programmatic growth accelerates, they are using their technology and data to create greater value for clients.

“Both Clem and Grace join us with a wealth of commercial experience, making them well-positioned to continue this momentum and drive growth for IAS. We will continue to expand our local customer support team as well. I look forward to our growing team strengthening industry relationships, providing excellent customer service, and driving market-leading solutions in ANZ,” Miles concluded.

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Technology Featured APAC

Adtech TripleLift sets afoot on APAC market, appoints new MD

Singapore – Global adtech TripleLift announces that it will be expanding its global presence into the Asia-Pacific market, as well as announcing Singapore-based Henry Shelley to be appointed as TripleLift’s new managing director.

Part of the expanded regional market presence is due to the fact the company has seen a growth of APAC publisher partnerships in the last two years by over 250%. 

TripleLift’s multiple ad formats have become an integral part of the programmatic revenue strategies for most of those publishers. Since launching the industry’s first native ad exchange in 2014, TripleLift has expanded its marketplace and offerings to include display and video.

Meanwhile, Shelley brings extensive experience accelerating client business and expanding company operations across regions, including London, Australia, and Singapore. He most recently served as general manager for The Trade Desk, leading its expansion across Southeast Asia. Prior to that, he was global account lead for Amnet Programmatic Experts of the Dentsu Aegis Network and held positions at marketing agencies Columbus Agency and Latitude.

For Shelley, programmatic native advertising is, more than ever, now an essential and permanent fixture on media plans across the APAC region. He added that great-looking ad formats enrich people’s experience with brands, which then gives advertisers, publishers, and broadcasters performance that scales.

“TripleLift quickly established itself as a trusted partner in Australia, and with the company’s acquisition – one of the largest transactions in ad tech history – expansion in key markets across APAC is accelerating. I am beyond thrilled to lead TripleLift’s next phase of growth in APAC, helping shape the future of digital advertising and making advertising work better for everyone in the region,” he stated.

TripleLift first launched its native programmatic product seven years ago to help publishers compete with large media platforms that were grabbing an increasingly disproportionate slice of ad budgets and squeezing publishers across the open web in the process. Since then, the company expanded its product portfolio to support every major programmatically transactable ad format from display to connected TV (CTV).

Meanwhile, Jacqueline Quantrell, chief revenue officer at TripleLift, stated that as the region is home to several of the worlds’ largest and fastest-growing digital ad markets, APAC presents publishers and advertisers with an enormous opportunity to harness the power of programmatic to achieve business objectives.

“With our established suite of ad formats, increased investment in new technologies, and Henry at the helm of our business in APAC, we’re poised to help more publishers grow their share of budget and help advertisers reach their target audiences,” Quantrell concluded.

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Technology Featured APAC

Current programmatic activity 30% higher in JAPAC compared to pre-COVID period

Singapore – Programmatic investment and spend is growing at a rapid rate across the Japan and Asia-Pacific (JAPAC) region despite a hugely challenging 12 months in terms of both the ongoing coronavirus pandemic and the deprecation of third-party identifiers, which is now 30% higher compared to pre-pandemic levels, a new research from adtech OpenX and market intelligence news site ExchangeWire shows.

According to their latest report, around 64% of agencies, publishers, and brands are increasing programmatic spend or revenue, an evident growth in the sector driven by a surge in digital transformation across agencies, publishers, and brands.

The report highlights as well that 31% of publishers are generating over 40% of their revenue via programmatic. On the buy side, 21% are allocating over 40% of their spend on the channel. 

With that in mind, there has been an observation as well that publishers have matured in their strategic selection of header bidding partners, while the use of unified auction solution Prebid has increased by over 10% market-wide. Compared to 2020, publishers are using relatively fewer providers than in 2020, and prioritizing ease of setup for when existing providers are not meeting expectations.

Such behavior is prevalent in the Indian market, where 32% are now using one to four partners, compared to just 7% last year, and 13% are using 15 or more partners, which has more than halved from the 29% recorded in 2020.

“The programmatic industry in JAPAC is displaying a remarkably strong recovery. We see newly-forged programmatic expertise across both buy and sell sides driven by rapid digital transformation. Agencies, publishers and brands are demonstrating greater confidence in managing their own programmatic activities. As a result, the ecosystem is directing more revenues and spend through the medium compared to other marketing streams,” said Andrew Tu, managing director for APAC at OpenX.

There have been rising concerns within the region over the deprecation of Apple’s Identifier for Advertisers (IDFA) and the third-party cookie. Two-thirds (67%) are concerned about the effect of IDFA and cookie deprecation, with 29% very concerned about these changes. India displayed the most concern, with 87% disclosing some level of concern, followed by Indonesia (71%) and Australia (62%). In Japan, only 49% are concerned, while 50% are not perturbed about the upcoming changes.

Furthermore, brands and agencies are not funnelling money to ‘walled gardens’, and instead favor independent ad tech.

A ‘walled garden’ refers to a limited set of technology or media information provided to users with the intention of creating a monopoly or secure information system.

Only 16% of buyers are increasing walled garden ad spend in response to IDFA and third-party cookie deprecation, whereas 27% are investing in exchange, supply-side platform (SSP), and demand-side platform (DSP) partnerships.

In India, only 2.5% are funneling spend away from independent ad tech towards the walled gardens.

“Despite some fears around the impact of IDFA deprecation and the eventual removal of cookies in Chrome, a majority of brands are maintaining or increasing spend on the independent web and not towards the walled gardens. Instead, they are working together with their tech partners to navigate the nascent privacy-first environment,” Tu added.

In terms of investment, India is more heavily invested in programmatic than its peers. Only 2% are not using the channel, compared to 33% in Japan, 9% in Australia and 6% in Indonesia. Moreover, 12% of respondents within India are generating over 75% of their spend in programmatic, double that of both Australia and Indonesia.

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Main Feature Technology Southeast Asia

Why MarTech is still a black box in 2021

In today’s digital era, most businesses already have some form of marketing technology – also known as MarTech – in place. It is within this frame that MarTech is seen to be a key component for recovery, with over 60% of leaders planning to increase spends on technology in 2021, according to Gartner.

However, even with all its potential, MarTech still presents a myriad of challenges for businesses. While leaders understand that integrating a MarTech stack generates immense value-add for their operations, they do not necessarily understand what is required after the very first stage of implementation. 

Accelerated Demands in Southeast Asia

As the world continues to become more digital, MarTech is likely to continue thriving. According to Gartner Inc’s CMO Spend Survey, 26% of the total 2021 marketing budget will be dedicated to tech, making it a top priority for most Chief Marketing Officers.

In Southeast Asia alone, there is strong demand for MarTech solutions in the past few years. Some businesses have already successfully implemented five to 10 different systems on average, but tend to neglect them halfway. Therein lies the problem; while brands have managed to convince business leaders to invest in the technology, they may not necessarily have the time or resources to ensure they are utilizing the solutions to the fullest extent.

What’s the Hold Up?

These brands are sitting on a lot of value. While the global COVID-19 pandemic has definitely been a driver for brands to understand how to best utilize these solutions to their full potential, one key challenge is linking MarTech back to the business’ broader strategy. Many leaders miss a critical next step of building a capable team, which is an investment that is actually harder to justify.

In addition, while demand is growing for tech-savvy marketers in Southeast Asia, we are still seeing a shortage of talent today. Nearly 70% of tech hiring managers in the region say it takes more than three months to fill an open tech position on their team, according to a survey by Robert Walters. Moreover, LinkedIn finds that the top three fastest growing job categories in Southeast Asia for 2021 are digital content, data analyst, and software technology.

Tapping on MarTech’s Full Potential

There is a natural instinct for leaders to get caught up on the “next big thing.” They tend to focus more on getting the tech up and running but lose focus on the entire lifecycle after the initial launch. The challenges mentioned above can be addressed by first identifying specific pain points to tackle with and understanding which aspects of the business need solving. After all, a solution is only useful if it can be integrated with existing infrastructure and translated to business outcomes.

Here are a few ways to unleash MarTech’s full potential:

  1. Expand the team. Most businesses have very lean teams; more often than not there is only one person responsible for running the entire MarTech stack. Leaders should focus on investing in and building a core team to ensure continuity in the long run.
  2. Build specific return on investments around MarTech. Clear ROIs will help the leadership team to better assess the investment and become open to new opportunities that lie ahead. Getting organizational buy-in also helps create a stronger digital mindset among employees across different departments beyond the core MarTech team.
  3. Update and integrate systems as early as possible. With thousands of MarTech solutions to choose from, and new products and features emerging daily, redundancy within a business’ MarTech stack is inevitable. However, marketers need to take a strategic approach to avoid siloed operations. According to Gartner, only 33% feel their existing tech is useful, while over 80% are sitting on a short-sighted or outdated MarTech roadmap. Thus, examining current MarTech stack and employing efforts to either maximise, improve, or even re-evaluate their current stack are critical. This is also a signal that it is high time for many MarTech stacks and roadmaps to go through a level of audit to accommodate innovation, emphasis on business differentiation, or even just simple updating for records.
  4. Explore MarTech-as-a-Service and its benefits. MarTech-as-a-Service provides an opportunity for businesses to analyze operations holistically across the sales and marketing funnel. This also helps businesses choose the right solutions that match the business’ maturity level and to optimize current stacks.

There is no one-size-fits-all approach because all businesses are different. From objectives, company size to business priorities, MarTech can help solve challenges across departments and teams where relevant. 

With a dynamic set of MarTech solutions to choose from, it will be key for businesses to adopt a strategic approach — aligning the right tools to their processes and ensuring best-in-class technology in all data-driven decisions. As we forge ahead into the next half of 2021, it is worth considering the dynamic trends that are shaping the current and future environment of MarTech to stay ahead of the curve.

This article was written by Christopher Wiseman, head of marketing technology at ADA.
 
Categories
Technology Featured APAC

Criteo’s Retail Media APAC expansion marked with new MD appointment

Singapore – Global adtech Criteo has announced the expansion of its Retail Media offering across 6 markets in Asia-Pacific, which since its regional launch in Japan at the end of 2019, is now available in the markets of Korea, Australia, South-East Asia, Taiwan and India.

To mark this expansion, Criteo has also appointed Taro Fujinaka as the managing director for retail media for APAC at Criteo. In this role, Taro will work to drive the regional retail media ecosystem and deliver value to Criteo’s customers and partners as they continue to utilize Retail Media.

Said service enables retailers and marketplaces to generate new revenue from their brand partners. Brands can also reach shoppers at the digital point of sale and have complete visibility into the impact of media spend on product sales. This has proven instrumental in providing an optimal user experience, with shoppers able to receive relevant ads on the retailers’ own websites, while they shop conveniently online.

Taro brings with him over 16 years of experience in digital advertising, and adtech, including roles at Yahoo Japan and IPG Mediabrands Audience Platform where he was involved prior to joining Criteo. Most recently, Taro was managing director at Integral Ad Science where he spearheaded the direction of the company in Japan and Korea for over five years. Throughout his career, Taro has played a fundamental role in energizing the digital advertising industry in Japan and building high-performing teams to achieve market influence for brands.

Speaking about his appointment, Taro has shared his excitement about leading the retail media business in its next phase of growth, and expanding Criteo’s regional portfolio of customers for the technology. Since joining the team in March, Taro has worked with the team to drive awareness and adoption across the region and supercharge retailers’ efforts to leverage high-value media assets and first-party data on behalf of leading brands.

“As brands prepare for the post-cookie world, Retail Media will play a pivotal role in empowering brands who seek new addressable media opportunities in the evolving identity landscape. Combining a highly differentiated ad inventory with unique first-party data, we are confident that its availability and the strengthened capacity of our regional team will help with driving the industry forward in the years to come,” Taro stated.

Meanwhile, speaking about the service expansion in APAC, Geoffroy Martin, EVP and general manager for growth portfolio at Criteo, commented, “We were quick to expand our Retail Media offerings here in Asia, a key growth market for Criteo. In Q1 this year, our retail media business grew 122% year-over-year, and we are excited to see increasing demand for our technology, especially here in Asia. A key component of our commerce media strategy, Retail Media is also an addressable market expected to grow quickly.”

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Technology Featured Southeast Asia

Mobile adtech Ogury ties up Httpool as ad sales partner in Malaysia

Malaysia – Ogury, ‘the Personified Advertising company’ with a global presence and which has created an advertising engine that would deliver precision, sustainability, and privacy protection within one technology stack for mobile, has appointed Httpool as its official advertising sales partner for Malaysia. 

Ogury deems to be a leader in mobile brand advertising. It offers advertisers fully visible impactful ads, future-proof targeting, and protection, while for publishers, it provides a respectful user experience and premium demand. Ogury’s solutions connect comprehensive audience interest, brand performance, privacy protection, and sustainability and enable brands and agencies to optimize their campaigns. 

Adam Rubach, Ogury’s VP for new markets in APAC, said that through the partnership, Httpool will be helping them deliver effective and sustainable digital advertising, anchored in consumer privacy protection. Ogury started to partner with Httpool when it entered the Indian market in 2020. 

“Today, we are glad to expand this strategic partnership through Malaysia, a key market in terms of mobile consumption,” said Rubach.

Httpool said that the partnership is an important step for the company. With offices all over APAC such as in India, Indonesia, Malaysia, Myanmar, and Cambodia, among others, Httpool provides brands and media agencies support, technology, and access to its most relevant global and regional media partners in targeting business and marketing objectives.

Meera Muhunthan, Httpool’s managing director for Malaysia, commented, “We’re very excited about this partnership! As we partner with Ogury in Malaysia, we will be able to further empower brands to sharpen their advertising strategy with personified targeting and impactful mobile ad formats. As an official ad sales partner, we will ensure that advertisers, agencies, and brands have access to our top dedicated teams and support, every step of the way.” 

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Technology Featured Global

Adtech Silverpush names new COO

Singapore – Silverpush, an adtech known for its AI-powered contextual video technology, has announced a change in their corporate structure, promoting current chief revenue officer Kartik Mehta to the new chief operating officer role, where he has been given the responsibility to spearhead all strategic operational planning and execution at Silverpush with immediate effect. 

In his previous role as CRO, he played a pivotal role in expanding Silverpush’s presence in APAC. This helped establish Silverpush as the preferred marketing technology provider for brands like Unilever, Coca Cola, Mondelez, Toyota, among others in the region. 

Commenting on his latest role, Mehta said, “Silverpush has been constantly pushing the boundaries of contextual advertising with its technologically advanced capabilities. This has helped us create a profitable entity that not only offers better solutions for clients but also augments brand safety and consumer privacy at the same time. The momentum that we’ve created will only push us forward in the right direction and create a larger footprint in existing & newer markets.”

Mehta’s promotion marks the beginning of a strategic shift for the company towards a planned growth phase in the coming years. Having created a niche for itself since 2012, Silverpush now aims to penetrate further into the contextual video advertising and moment marketing space by adding to their repertoire of AI-backed technology suite that gives brands an advantage over the conventional digital marketing techniques.

“Over the years Kartik has made it his mission to propel Silverpush to new heights and it was only natural that he took the mantle of COO to continue the good work. With our successful expansion in the APAC region, Silverpush showcased its prowess in terms of technological capabilities and contextual intelligence. With Kartik giving direction to our operations, Silverpush will eagerly explore investment and acquisition opportunities in the ad tech space and consolidate our presence beyond the markets we currently serve,” said Hitesh Chawla, founder and CEO at Silverpush.

The company has a global footprint with offices across Malaysia, Indonesia, Thailand, the Philippines, Vietnam, Japan, USA, Dubai, Egypt, Tanzania, Nigeria and South Africa.

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Technology Featured Global

Microsoft taps Xandr anew as partner for media space monetization

Singapore – Microsoft, which has multiple consumer properties such as Microsoft News, MSN, and Outlook.com, has renewed its global contract with Xandr as its sell-side (SSP) and demand-side platform (DSP) for expanding and diversifying its ad space inventory and augmenting its marketing spend, respectively. 

The renewed contract is an extension of over ten years of partnership with Xandr. On the sell-side, Microsoft will be extending its use of Xandr’s sell-side platform, Xandr Monetize. It aims to widen its monetization strategy, focusing on increasing Microsoft’s unique audiences for advertisers across premium display, video, and native supply in more than 100 countries. 

“We always seek to align our partnership opportunities to serve the best interests of and to directly benefit the marketers and agencies looking to drive growth through our unique Microsoft audience. Our renewal with Xandr, after ten successful years of partnership, extends globally-scaled programmatic access to Microsoft’s audience that marketers rely on today,” said Kya Sainsbury-Carter, VP of global partner sales at Microsoft.

As digital advertising budgets shift to video, Microsoft ramped up video monetization efforts supported by Xandr’s video technology solutions and unique video demand. Initially, Microsoft launched Xandr Monetize with a single video ad format in one market and quickly expanded to three formats and into over 60 global markets. 

Those three video ad formats include instream pre-roll, outstream in-article, and ‘BannerStream’ which enables multiple media types to participate in a single unified auction.

Most recently, Microsoft was an early adopter of Xandr’s simplified server-side header bidding solution, Prebid Server Premium. With the technology, Microsoft consolidates its demand for video and native through the tools on Xandr Monetize to enable efficient private marketplace (PMP) buying and providing advertisers a unified path to access Microsoft supply. 

On the buy-side meanwhile, Microsoft will be augmenting its media spend through Xandr’s Invest DSP as one of its primary DSPs for marketing campaigns.

Dave Osborn, Xandr’s SVP for North America commercial & global partnerships, said that its holistic relationship with Microsoft is one entrenched in innovation and collaboration. 

“We deeply value their continued trust in our platform and team to support formats that are so critical to the future of our advertising business,” said Osborn. 

“Microsoft’s international growth on Xandr, across the buy- and sell-sides, and across leading formats like video and native, are critical components of our global marketplace as Xandr builds to support campaigns that span screens,” he added. 

In 2020, Xandr joined the Microsoft Audience Network, which serves ‘Microsoft Audience Ads’, the only native advertising solution built by its trusted search platform, Microsoft Bing. Xandr has integrated premium third-party supply in the network, giving buyers the ability to target Microsoft’s unique audiences at scale across premium international native supply through Xandr Monetize.

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Technology Featured Global

Global adtech Quantcast reinforces privacy stance with new chief privacy officer

California, USA – Evident in its constant commitment to move the ad tech industry to a privacy-first approach, global adtech company Quantcast has recently appointed Min-Jae Lee as its new chief privacy officer. She will be responsible for driving Quantcast’s privacy-first approach and helping brands and publishers manage consumer consent.

Formerly from software company The Trade Desk, Lee served as lead privacy counsel and oversaw the company’s global privacy program. During her time at the company, she navigated and addressed the challenges of GDPR, CCPA and the industry’s major privacy developments. Prior to The Trade Desk, Lee has also spent time at technology and media companies including Spotify and Adobe.

In addition, as a participant in the Network Advertising Initiative (NAI) and the Interactive Advertising Bureau (IAB), Lee is also involved with evaluating proposed policies for the industry. 

Speaking about her appointment, she said, “Privacy is a socially-driven reflection of society, and we’re in a very interesting time in the evolution of digital advertising, where decisions around privacy are paramount. I chose to join Quantcast because it is leading the market in privacy-driven products through innovative technology, and is a leading force in helping the industry adapt to future changes. 

She added, “I look forward to applying my knowledge to help drive Quantcast’s privacy-first approach to a smooth transition for its customers in the era of advertising without third-party cookies.”

Meanwhile, Konrad Feldman, CEO at Quantcast, commented, “Consumer trust is at the core of our business, and adding a privacy veteran with Min-Jae’s level of expertise to our team reflects our focus and commitment. Min-Jae shares our values of championing the free and open internet with a privacy-first approach and her global perspective will help us continue to lead the market and help our clients to confidently meet the requirements of existing and emerging privacy standards around the world.”

Lee joins the new slew of Quantcast appointees namely Valerie Junger, chief people officer; Ingrid Burton, chief marketing officer; and Ileana Falticeni, general counsel

“We have seen extensive privacy reforms within Europe and North America and, more recently, in some parts of APAC. I fully expect this trend to continue in APAC and with our privacy-first approach and Min-Jae’s experience, Quantcast is well-positioned to help consumers, publishers and brands. I am delighted that Min-Jae Lee has joined the Quantcast team,” said Andrew Double, managing director for APAC at Quantcast.

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Technology Featured ANZ

MINI ANZ extends platform agreement with adtech Cartelux

Australia – Automotive brand MINI in Australia and New Zealand has extended its retail advertising technology partnership with local-based adtech Cartelux.

Through the renewed partnership, Cartelux will be responsible for allowing MINI dealers in the region to create and launch digital advertising campaigns in less than 60 seconds, making Australia and New Zealand the first markets in a global pilot for the BMW Group.

Additionally, Cartelux will be simplifying and automating ad creation, streamlining approvals needed, and expediting the media buying process, to save time and cost for the regional office, which is based in Melbourne, and the entire Dealer Network.

MINI ANZ’s Retail and Network Marketing Manager Victoria Abbass shared that Cartelux is enabling MINI to deliver cohesive, integrated digital campaigns in a way that was previously much more laborious.

“Working with Cartelux, all our dealers can now run vibrant digital advertising campaigns for local area marketing with minimal input and effort. This means the dealer marketing managers are free to focus on other priorities, delivering cost, and time efficiencies,” said Abbass.

Meanwhile, Patrick Doble, global general manager at Cartelux, said, “It’s exciting working with MINI on this platform and seeing how Victoria is extending capabilities to dealers that really innovate and benefit the company.”