Programmatic in APAC region

Researches & Insights
November 15, 2019 / Author: Polina Schastnaya

APAC includes a large number of countries where huge companies operate, which means the level of business development is very high in this region. In particular, China, the Philippines, Japan, India, Australia and many others. Due to this amount of innovation, each company needs an advertising campaign strategy and, today, programmatic is an excellent solution for them.


Technology in the world does not stand still. Artificial intelligence (AI), machine learning, and programmatic advertising have become very popular. In the APAC region, these technologies are growing rapidly. According to a study in the Asia-Pacific region, the display and video advertising market will grow from USD $14.5 billion in 2017 to USD $19 billion in 2020. The percentage of ad programmatic by 2020 will be approximately 36% compared to 19% three years earlier.

APAC is a large consumer market, which means it is very important that advertisers focus on the target audience. Programmatic advertising is an excellent solution to this problem. Programmatic settings allow you to customize advertising to your target audience by geographic region and other factors, such as age, gender and interests. The content of your business will only be shown to those within the parameters you select, which is great for your clients.


New channels like audio will emerge, while old channels like TV and OOH will go 100% digital and addressable, and creative innovation will expand to cover all of those possibilities. 

Banner advertising works great and gives feedback. Programmatic can develop various creatives, configure the necessary targeting for the audience and launch an effective advertising campaign. Advertising is shown only to the relevant user and, therefore, it has a positive effect.

Most popular formats:

  • Display ads
  • Audio ads
  • Video ads. This trend is proven in the success of video platforms like Douyin (TikTok), Xigua Video and Kuaishou.

Also in APAC countries, social media advertising shows maximum growth. Expenditures in 2019 amounted to 19 percent of the total budget of an advertising campaign. Also, static banner advertising is losing its popularity. This format is now being replaced by various interactive and dynamic methods of advertising.


Top Publishers: 

New Zealand: KPEX. The most popular of the publisher consortiums in APAC is The Kiwi Premium Advertising Exchange (KPEX) in New Zealand.

Thailand: Online Premium Publisher Association Thailand (OPPA). Publishers in Thailand created the Thailand Premium Online Publishers Association (OPPA). More popular publishers:, Bectero radio,,,, siamport, OTV, SSanook, Oppa etc.

Singapore: Singapore Media Exchange (SMX).

Malaysia: Malaysia Premium Publishers Marketplace (MPPM). Five publishers have teamed up to simplify the process of purchasing advertising and to provide security for brands (Media Prima Group, Star Media Group, Utusan Malaysia, MCIL and The Edge).

List of popular SSPs in APAC:

  • AdTech
  • OpenX
  • Smaato
  • Contextweb
  • Criteo
  • Google
  • Index Exchange
  • PubMatic
  • FreeWheel
  • Improve Digital
  • Rubicon Project
  • SpotX

Example of Programmatic Ecosystem in Singapore

DSP: AppNexus, DataXu, Doubleclick, theTradeDesk, TubeMogul, Turn, Videology

Ad Exchange:  Adskom, CPX, AppNexus, Rubicon, Mopub, SportX, BrightRoll, PubMatic, Doubleclick, Tremor video, Smaato, SmartAdserver

Publishers: Facebook, Google, Yahoo, StartHub, Wego, twitter, tripadvisor, Singtel, LikedIn

SSP:  Unruly, SOJERN, ambient, a-mo-bee, blis, near, inmobi, s4m.

Programmatic buying in the Asia-Pacific region is developing rapidly. This growth in some countries is driven by support from advertisers and publishers. The effectiveness and efficiency of agencies, advertisers, and publishers directly influences the development of this region. We expect growth to be driven primarily by Australia, China, and India, where there is significant potential for programmatic guaranteed across the region, and advertisers and publishers in all markets can help shape the industry’s evolution.