NOVEMBER 2020retailtechinsights.com8We have certainly come a long way in the world of programmatic ad tech - the automated buying and selling of online advertising. Consolidation has been the key theme sweeping across the ecosystem for a while now.Done right, a full-stack platform enables better efficiency, single view of the consumer, and consistent approach to data both creative, and reporting. However, this can be made harder to achieve when the countervailing advice is made to divest media into disparate, fragmented buying tools, rendering it less effective due to data fidelity compromises and reconciling report discrepancies.Fulfilling the ultimate potential of what programmatic has to offer, personalization-at-scale, is an ambitious undertaking that takes time. It's a journey that should revolve around clear tech alignment with business goals as its core framework.We partnered with the Boston Consulting Group to develop such a framework in our first global in-depth study. Over 180 brands in APAC were surveyed across key themes of data, automation, measurement, attribution, and organization collaboration. Two things stood out. First the most mature brands in Malaysia, Indonesia, Singapore, Hong Kong, and India reported significant benefits from data-driven marketing, with average incremental increase of 11% in revenue impact and 17% in cost efficiencies. Secondly, none of the brands surveyed are reaching their full marketing potential yet, with most sitting in the emerging and connected phase. Let's look at the three key challenges faced by most brands.Automation: Imagine a scenario where you're executing a brief on a programmatic platform. Input of target audience details pulls out a list of relevant publisher sites. In a few clicks, requests have been sent to various publishers who, in turn, revert with proposals and prices. A subsequent click accepts the deal and coordination across other displays, video, and connected TVs are a breeze and done at scale with thoughtful, bulk upload features. You opt to deploy auto-bidding, allowing algorithms to gradually fine-tune and optimize your campaigns. As the campaign hums along, machine learning is hard Stanley LimBy Stanley Lim, Head of Google Marketing Platforms Malaysia, GoogleBREAKING DOWN THE KEY PROGRAMMATIC ADVERTISING CHALLENGES FACED BY BRANDSIn my opinion
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