In China, the lack of data is well known, as many of the large portals and publishers are reluctant to share their data, leading to fewer third-party DMPs and a lack of transparency when it comes to data.
But this challenge might soon be overcome, as brands and advertisers are looking to increase their data-driven approaches. In the MediaQuark survey, 60% of brands and marketers want to add data expertise to their business in 2015, through in-house staff or external DMPs, and 54% of DSPs are looking into ways to get more third-party data in 2015.
MediaQuark itself is keen on in this increased interest in data in the Asia-Pacific region. In March, the company merged with audience development company Seed and now provides data services and audience targeting.
A full 65% of advertisers in the region said they are already delivering programmatic campaigns, and 54% of DSPs are looking into ways to get more third-party data in 2015.
"Over the past few years there have been an influx of ad tech players into the region, setting up their infrastructure and preparing for the market to mature," said Tom Simpson, CEO of MediaQuark, in a release about the study. "2015 is the year that programmatic marketing will finally attract serious budgets from brands and investments start to pay off."
According to this report programmatic budgets account for less than 25% of all digital advertising budgets, for advertisers in APAC.