""What we saw was that a few years back we were heavily educating the market and the brands to understand what data means. Today the education process is still ongoing but people have now all heard of or are working with a DMP. They are all aware of the importance of that strategy and investment," he says, "In terms of next year, we'll continue growing our existing base of clients because once you integrate a DMP platform in a client-side business,"
""Australia is very sophisticated compared to other other markets and places like Singapore and Japan are working differently. Japan tends to have very insular markets, it's very consolidated and centralised. South East Asia is growing very quickly but it started from a very low adoption rate," he explains."
Alex Sibois joins Lotame to lead APAC operations from Singapore after advising tech firms including LiveRail and Ooyala. Lotame generates roughly 30% of revenue outside the US and counts publishers and brands such as Hearst, Perform, Times of India, MediaCorp, Singapore Press Holdings, Star Publications, Wego and IPG Mediabrands among clients. APAC market maturity varies: Australia is highly sophisticated, Singapore and Japan operate differently with Japan being insular, consolidated and centralised, and Southeast Asia growing quickly from a low adoption base. Growth will come from new clients in high-growth markets and from existing clients expanding as DMP integration enables more complex ad platforms and data-driven strategies.
Read at The Drum
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