What happened?

OpenX and ExchangeWire have released their new research report ‘The State of Programmatic in JAPAC – 2021’, revealing increased programmatic activity in the Japan & Asia Pacific region comparative to 2020. Despite a challenging year for the industry with the continuation of the COVID-19 pandemic and threat of losing third party identification, programmatic investment and spend continues to climb.

 

What are the numbers?

According to the report, 30% of agencies, publishers and brands recorded higher programmatic revenue compared to pre-Covid figures. Furthermore, 31% of publishers have attributed over 40% of revenue to programmatic activity. Of buyers, 21% have allocated over 40% of their media spend to programmatic channels.

 

What does this mean?

The research follows last year’s ‘State of Programmatic’ report, again assessing the economic and programmatic climates of JAPAC countries. The 2021 report showed that the region is heavily concerned with the deprecation of Identifier for Advertisers (IDFA) and third party cookies. Two thirds of the region (67%) expressed concern for programmatic identity solutions, which reflected the level of concern locally, with 62% of Australians similarly concerned. 93% of Australian’s also expressed concerns surrounding transparency. 

 

Redefining programmatic

Jonathan Mackenzie, managing director, Publicis Media Precision APAC said: “The irony is that just as markets get to grips with the programmatic ecosystem of today, changes like IDFA deprecation are re-defining the programmatic ecosystem of tomorrow. This makes for a very interesting 12 months ahead.”

According to Andrew Tu, managing director at OpenX APAC, “Despite some fears around the impact of IDFA deprecation and the eventual removal of cookies in Chrome, a majority of brands are maintaining or increasing spend on the independent web and not towards the walled gardens. Instead, they are working together with their tech partners to navigate the nascent privacy-first environment.”

 

With programmatic investment continuing to climb and advertisers continuing to adapt, don’t be afraid to reach out to your ADMATICian with any questions regarding the future of programmatic buys.