Author: Yvonne Lau, Spotify

Radio was the first mass medium for communication, but television then the Internet left little room for audio - until recent times.

Authors: Authors: Vikram Bansal, Meta, Chandrahas Shetty, Oracle Advertising, Gitali Halder, EssenceMediacom, Ben Poole, fifty-five & Camila Martins, TikTok | IAB SEA+India Data & Attribution Regional Council

What is the new normal for marketing measurement? In this White paper, the authors discuss why marketers must constantly evolve to navigate signal changes, have a robust measurement strategy and a flexible, agile, decision-making framework.

Author: Khanh P. Dang, Google APAC | IAB SEA+India Commerce Council subgroup

Automated campaigns can unlock speed, scale and success using machine learning tools, allowing retailers to assess signals in real time, capturing the innumerable signals unique to each user. It also simplifies optimisation at scale, particularly within omnichannel shopping. So why are brands and retailers slow to adopt automation solutions?

Authors: Nishith Saraswath, Mediaocean; Diet Pineda, The Trade Desk; Shrivardhan Sarda, Yahoo; Gibson Camson, Carousell Media Group | IAB SEA+India Programmatic Council subgroup

This is the era of advertising where measurement and attribution are key tools in the success of advertising campaigns. Yet attribution remains a challenge as the ecosystem evolves. Enter Multi Touch Attribution, the first step towards overcoming these challenges.

Author: James Sampson, GrabAds | IAB SEA+India Commerce Council subgroup

While Retail Media is a growing global phenomenon, advertisers in Southeast Asia will be able to provide richer, full funnel consumer experiences via superapps in available markets. In fact, now superapp advertising is its own distinct media category.

Author: Haroon Qureshi, Mindshare

Web3 places ownership with content creators who will be able to share and sell their work with blockchain technology and decentralised web curation. New platforms will provide creators with open-source development, improved search algorithms, privacy-focused approaches, alternative payment systems and more.

Author: Vera Wang, TikTok

Shoppertainment is content-driven commerce that seeks to entertain and educate to drive sales. Entertainment-first, commerce-second. When commerce is done in this sequence, it’s called Shoppertainment and this new category of commerce will be worth more than USD $1T in APAC by 2025.

Author: Janette Higginson, Index Exchange

Supply Path Optimisation has gained momentum across the agency community because it reduces intermediaries in the programmatic chain to determine the optimal, most direct path to supply. This helps marketers reduce the amount of commission they’re paying as the programmatic chain becomes shorter. However, there are many influencing factors to consider when it comes to designing an SPO buying strategy.

Author: Ibrahim Merican, Magnite

A global survey by DoubleVerify found that 45% of respondents believe that PMPs hold the greatest promise to replace existing cookie-dependent solutions. So, what are they and what are their benefits to publishers and advertisers?

Author: Saurabh Golani, Xandr

Header bidding simultaneously sends a bid request to all available buyers without the issues which came with the waterfall method. However, as Saurabh Golani from Xandr explains, publishers have been struggling with the setup and options for video header bidding.

Author: Tara Crosby, Twitch

The Attention Economy is nothing new and brands have always vied for that gold nugget of audience attention. But how do you measure attention in CTV & Streaming? After all, it’s not just engaging eyeballs, it’s also engaging ears. Tara Crosby from Twitch Advertising explains how brands must find a voice in the fragmented Live streaming landscape.

Author: Shilpa Kolte, Xandr

According to The Drum, digital now has a greater share of Greenhouse Gas (GHG) emissions than the aviation industry. A recent IAB SEA+India survey of members found a strong willingness to become sustainable as an industry; but a lack of knowledge beyond turning off the lights and using less water. This article looks into what wider sustainability practices are currently in place within the industry.

Authors: Darshan Radia, Dentsu International and Fai-Keung Ng, The Trade Desk

With Apple’s App tracking Transparency framework and Google’s planned deprecation of third party cookies, the world of identity is fast-changing. Darshan Radia of Dentsu International and Fai-Keung Ng from The Trade Desk, and members of our Data & Attribution Council, discuss how identity matters, various Identity stakeholders, the latest industry trends around identity and how industry players are preparing themselves for the new user-first privacy-compliant world.

Author: Fabio Fedele, The Trade Desk

Southeast Asian viewers are streaming more than 9.7 billion hours of content every month, and advertisers can now reach more than 116 million viewers over OTT, 89% of whom are happy to watch more ads in exchange for free content. A member of our CTV & Streaming Council, Fabio Fedele from The Trade Desk provides more details for advertisers about grasping these opportunities.

Authors: Manaswita Sarkar, SPH and Benjamin Rehberg, Teads

Two post-cookie alternatives that have emerged as popular choices are contextual targeting and two first-party data and identity-based solutions. Manaswita Sarkar from SPH Media and Benjamin Rehberg from Teads deep dive into using contextual marketing from a marketer’s perspective.

Author: Cyprus Jake Malinao, Teads

In this final white paper of a 3-part series from the Data and Addressability subgroup of our Programmatic Council, Cyprus Jake Malinao from Teads gives you 8 - yes 8 - attribution models that provide more insightful information than just last-click measurement.

Authors: Nisa Seah, Oracle Advertising and Suhail Ahmed, Dentsu Malaysia

Identity is a key element of digital advertising campaigns, and finding reliable cookie alternatives has led to the rise of universal ID solutions, say Nisa Seah from Oracle and Suhail Ahmed from Dentsu Malaysia in this second part of a 3 part series of white papers on Data & Addressability.

Author: Emily Yri, Pubmatic

In this White Paper, Emily Yri from PubMatic predicts that all advertising will become digital and transacted programmatically in the future, and explains how this will be achieved and the benefits accrued from this transformation.

Authors: Mark Gubbels Criteo, Paula Abjelina Adcolony, Dave Yang Grab

People are comfortable shopping online, experiences are more immersive and logistics have vastly improved. So when did ecommerce begin and where is it taking us?

Authors: Tashmeet Kaur Magnite, Weng Wai Koh Bytedance, Valerie Jaquet InMobi, Rohan Paul Essence

Guidelines for measurement of audio, video/OTT and in-game advertising in programmatic.