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RESEARCH, ANALYSIS & TRENDS

This is a concept that has long existed in mobile controllable. Marketers are thus forced to rely on the
environments. Because every mobile device carries a so data and performance information provided to them by
-called Advertising ID or IDFA. The user can control the operator.
centrally whether and to what extent he wants to share
his ID for advertising purposes. The concept benefits Even in terms of reach, this is not only higher in the
both advertisers and users alike. The collaboration of the open ecosystem, but offers a variety of other channels
actors in the open ecosystem brings together and as well through which the campaigns can be played -
promotes the benefits of programmatic advertising for for example, audio streaming services or CTV. That’s
successful campaigns - especially in times of rising why companies should think outside the box instead of
advertising spending: reach, transparency, cost- staying in a limited environment, not to miss any trends
efficiency and full control over performance. here.

Marketers must think outside the box For advertisers, it is essential to reach out to their
audiences in the best possible way to stay competitive.
Transparency is something that is often criticized for With programmatic advertising, it is no longer a shot in
Walled Gardens. The information about the target group the dark. It’s about reaching their users at the right
is not disclosed by the platform operators. Since the time, via the right channel and the right device with the
advertising measures run only within the closed right content. Open systems provide the framework
systems, the overall success of the campaign is difficult conditions for successful campaigns. ◊
to measure by external tools and isn’t actively
By Daniela La Marca

MediaBUZZ Pte Ltd - Independant ePublisher for Asia