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Welcome to

Dear Reader,
Asian eMarketing wants to shed some light this month on how the wealth of data can be used
to anticipate the wishes of consumers and provide a future-oriented experience that meets
their needs.
Marketing automation, programmatic advertising, real-time marketing and retargeting are gen-
erally powered by emerging technologies and provided by media giants and hundreds of ven-
ture-backed startups. DSPs, SSPs, DMPs, ad exchanges and ad servers are all components of
the programmatic technology platforms that have the ability of making advertising more rele-
vant, effective, and ultimately more efficient.
Theoretically, it should be easy to understand consumers' needs and catch them at the right
moment of the buying process, but that is easier said than done, as studies prove. The chal-
lenge is to translate the ever growing cloud of dynamic and unstructured data into a unified
panoramic view of the consumer.
Thanks to new advances in marketing technology, marketers no longer have to rely solely on
their strategy, luck, or gut feeling when planning campaigns. The sheer volume of data that
consumers produce with any online movement allows marketers to get a detailed picture of
consumers' interests, preferences and behavior.

In fact, programmatic allows marketers to manage the new, non-linear consumer path-to-
purchase across all addressable media channels - social, display, search, video, mobile, con-
nected TV - in a scalable, automated and constantly optimized way, which results in a higher
ROI for advertisers and a more relevant experience for the consumers – if done right!

So get a picture of what's available, what makes sense and what could be useful for your next
marketing campaign. I wish you an informative read!

Best regards,

Daniela La Marca
Editor-in-Chief, Asian eMarketing

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Phone: +65 6836 1807 email: info@mediabuzz.com.sg www.mediabuzz.com.sg
2 Asian eMarketing - March 2016 Marketing Automation: Retargeting, Programmatic & Real-time Marketing