Asian inventory boosts programmatic

As the programmatic buying market develops across the Asia-Pacific region, local advertising inventory is outperforming global providers in some markets a new study has said.

The Real Time Media Insights Report from Brandscreen, a demand-side platform, noted that major publishers in China, including Taobao, Tencent, Baidu and Sina, all had ad exchanges and said that these had played a vital role in growing the programmatic market there.

"The local inventory from Taobao and Tencent performs, on a CPA (cost per action) price performance basis, over 200% better than the global providers in China," Stuart Spiteri, Brandscreen CEO, told AdExchanger.

He observed that one of the ongoing trends in the region involved "rebalancing of the global inventory to be equally balanced between Google, AppNexus and Rubicon, mainly" but added that local exchanges were making inroads.
http://www.warc.com/LatestNews/News/EmailNews.news?ID=32341&Origin=WARCNewsEmail&utm_source=WarcNews&utm_medium=email&utm_campaign=WarcNews20131217