Home Data Nugget RTB Impressions And Inventory Diversify In APAC Region

RTB Impressions And Inventory Diversify In APAC Region

SHARE:

APAC-RTB-brandscreenProgrammatic buying and RTB in the Asia-Pacific region continues to grow, with impressions over the past year spreading out across different countries and inventory from a wider variety of publishers hitting the market.

A new Real Time Media Insights report from Brandscreen, an ad-tech company that provides DSP and trading-desk services in the APAC region, found that the programmatic marketplace is maturing in several ways.

Overall, the market is growing and impressions are spreading across the region. Brandscreen told AdExchanger that in January 2012, the Australia/New Zealand market saw 51% of the impressions in the programmatic space, dropping to 22% by April 2013. Meanwhile, the Southeast Asia and subcontinent region, including India, grew from 32.5% to 69.1%.

Chart1

Additionally, as more publishers opened up their inventory, and global ad-tech companies moved into the region, Google lost some of its dominance there. This diversification is healthy, said Yacov Salomon, chief data scientist for Brandscreen.

“Any healthy market will ultimately have more diversity in offerings,” he told AdExchanger. “As we’ve progressed [as an industry here], we’ve seen AppNexus and Rubicon come in, we’ve seen more inventory go through them and now, it’s much more of an even playing field.”

Salomon confirmed that, in January 2011, 86.6% of programmatic impressions went through Google, while AppNexus wasn’t even on the map and Rubicon saw 3.4% of impressions. By April 2013, Google had dropped to 40.1%, while AppNexus grew to 33.4% and Rubicon rose to 20.7%.

Chart2

Additionally, as inventory opens up and the overall number of impressions increases, CPMs are also fluctuating and demonstrating different trends in each country.

“A lot of people mistakenly think of Asia as one place, but there is a huge diversity of markets there,” Salomon added. “Markets like Japan and Singapore, from a socioeconomic perspective, maybe have a lot more in common with Australia and New Zealand, but they still have significantly lower CPMs.”

In this chart, the Australia and New Zealand region show significantly higher CPMs than other countries in the region, while China has more ups and downs and Korea and Southeast Asia/subcontinent are starting to stabilize in terms of CPMs.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Chart3

“The new technology of real-time buying, with all the targeting and abilities we have, its promise is that we’ll get better performance,” Salomon said. “We’ll have the algorithms and we’ll have all the options, and we’ll be able to target people a lot better. You don’t need to buy a lot of impressions, but each one will be more guaranteed to get the performance you’re looking for. These graphs show that.”

Overall, the APAC region is becoming more mature when it comes to programmatic and RTB. Australia and New Zealand, the most mature of the countries, are starting to give way to countries like India and China, where advertisers are learning more about programmatic in general and publishers beyond Google are starting to open up their inventory.

Must Read

In 2019, Google moved to a first-price auction and also ceded its last look advantage in AdX, in part because it had to. Most exchanges had already moved to first price.

Unraveling The Mystery Of PubMatic’s $5 Million Loss From A “First-Price Auction Switch”

PubMatic’s $5 million loss from DV360’s bidding algorithm fix earlier this year suggests second-price auctions aren’t completely a thing of the past.

A comic version of former News Corp executive Stephanie Layser in the courtroom for the DOJ's ad tech-focused trial against Google in Virginia.

The DOJ vs. Google, Day Two: Tales From The Underbelly Of Ad Tech

Day Two of the Google antitrust trial in Alexandria, Virginia on Tuesday was just as intensely focused on the intricacies of ad tech as on Day One.

A comic depicting Judge Leonie Brinkema's view of the her courtroom where the DOJ vs. Google ad tech antitrust trial is about to begin. (Comic: Court Is In Session)

Your Day One Recap: DOJ vs. Google Goes Deep Into The Ad Tech Weeds

It’s not often one gets to hear sworn witnesses in federal court explain the intricacies of header bidding under oath. But that’s what happened during the first day of the Google ad tech-focused antitrust case in Virginia on Monday.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: What Else? (Google, Jedi Blue, Project Bernanke)

Project Cheat Sheet: A Rundown On All Of Google’s Secret Internal Projects, As Revealed By The DOJ

What do Hercule Poirot, Ben Bernanke, Star Wars and C.S. Lewis have in common? If you’re an ad tech nerd, you’ll know the answer immediately.

shopping cart

The Wonderful Brand Discusses Testing OOH And Online Snack Competition

Wonderful hadn’t done an out-of-home (OOH) marketing push in more than 15 years. That is, until a week ago, when it began a campaign across six major markets to promote its new no-shell pistachio packs.

Google filed a motion to exclude the testimony of any government witnesses who aren’t economists or antitrust experts during the upcoming ad tech antitrust trial starting on September 9.

Google Is Fighting To Keep Ad Tech Execs Off the Stand In Its Upcoming Antitrust Trial

Google doesn’t want AppNexus founder Brian O’Kelley – you know, the godfather of programmatic – to testify during its ad tech antitrust trial starting on September 9.