{"id":663,"date":"2021-08-03T23:43:00","date_gmt":"2021-08-03T23:43:00","guid":{"rendered":"http:\/\/v2.openx.local\/press-releases\/strong-recovery-in-japac-programmatic-activity-following-covid-openx-exchangewire-research\/"},"modified":"2022-03-12T06:05:36","modified_gmt":"2022-03-12T06:05:36","slug":"strong-recovery-in-japac-programmatic-activity-following-covid-openx-exchangewire-research","status":"publish","type":"press-releases","link":"https:\/\/www.openx.com\/press-releases\/strong-recovery-in-japac-programmatic-activity-following-covid-openx-exchangewire-research\/","title":{"rendered":"Strong Recovery in JAPAC Programmatic Activity Following Covid: OpenX & ExchangeWire Research"},"content":{"rendered":"\n

August 4, 2021 \u2013 Singapore \u2013 <\/strong>Despite a hugely challenging 12 months in terms of both the ongoing coronavirus pandemic and the deprecation of third-party identifiers, programmatic investment and spend is growing at a rapid rate across the Japan and Asia-Pacific (JAPAC) region, with nearly two thirds of firms increasing their programmatic activity from last year. This is according to a new research report, The State of Programmatic in JAPAC \u2013 2021<\/em><\/a>, unveiled by OpenX<\/a> and ExchangeWire<\/a>.<\/p>\n\n\n\n

The report highlights that 30% of agencies, publishers and brands recorded higher programmatic revenue or spend compared to pre-Covid figures. 31% of publishers are generating over 40% of their revenue via programmatic. On the buy side, 21% are allocating over 40% of their spend to the channel. <\/p>\n\n\n\n

The report follows last year\u2019s assessment of the region<\/a> \u2013 The State of Programmatic in JAPAC \u2013 2020 <\/em>\u2013 and examines once again Australia, India, Indonesia and Japan given their diverse economic climates and differing approaches to programmatic trading. Alongside each market\u2019s response to Covid, various factors affecting programmatic trading are examined, including access to first-party data, the use of header bidding and the status of supply path optimisation (SPO). The report also highlights concerns around the deprecation of Apple\u2019s Identifier for Advertisers (IDFA) and Google\u2019s initial announcement that it would block third-party cookies on its Chrome platform next year. <\/p>\n\n\n\n

Supplementing the quantitative findings, the report includes analysis from industry thought leaders at Publicis, Microsoft, Unilever, and Xaxis, providing further insight into emerging trends. <\/p>\n\n\n\n

According to Andrew Tu, Managing Director, APAC, OpenX: \u201cThe 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.\u201d<\/p>\n\n\n\n

\u201cDespite 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,\u201d Tu added.<\/p>\n\n\n\n

\u201cThe results of this survey suggest that programmatic in general is reaching a new level of maturity in APAC.  While there is still discrepancy around the region, general knowledge and understanding has certainly advanced in all markets as illustrated by the growth of SPO, concerns around ad fraud and increase in prioritisation of first-party data in most markets,\u201d commented Jonathan Mackenzie, Managing Director, Publicis Media Precision APAC, \u201cThe irony is that just as markets get to grips with the programmatic ecosystem of today, changes like IDFA deprecation are re-defining the programmatic ecosystem of tomorrow.  This makes for a very interesting 12 months ahead.\u201d<\/p>\n\n\n\n

Highlights from the report include:<\/p>\n\n\n\n