As programmatic buying continues to grow internationally, one region is catching companies' eyes: Asia Pacific. But online advertising technology in countries like China is a completely different beast than what many Western ad tech companies are used to.
Many players in the ad tech space in China, including the major publishers, are international companies looking to move into the region. They must learn the market, understand its nuances and connect with local partners.
We reached out to several industry executives in China with the following question:
How can US- or foreign-based ad tech companies make their way into the Asia-Pacific or China market? What challenges must they overcome and what advice do you have?
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- Xiaofeng Wang, analyst, Forrester Research
- Tom Simpson, CEO, mediaQuark
- Peter Wang, CEO, and Cain Wang, COO, AdsMOGO
- Andy Fisher, chief analytics officer, Merkle