Robbie Hills, CEO Asia Pacific, GroupM Search, a unit of WPP Group.
The impact of Google DoubleClick's Exchange is going to very much depend on the ability to behaviorally target, the markets they launch it in across the APAC region and the volume of inventory they can push through. Also if agencies are forced to use DFA for ad serving there will undoubtedly be a lack of take up in Asia. If not, we could see a very strong challenger to Yahoo's Right Media.
Regarding concerns, the main concern is how data is shared between Google the media owner and Google the Ad Exchange - we will be looking very closely to see how this is managed.