Member News - Tyroo Technologies

AdTech platform, Tyroo Technologies is expanding into the emerging markets of Bangladesh, Cambodia, Laos, Myanmar, and Nepal in a plan to capitalise on growth opportunities in these countries.

Author: Manaswita Sarkar, SPH Media | IAB SEA+India Data, Measurement & Impact Regional Council

Marketers today struggle to find a concise guide or practical solution on how to create and implement a first-party data strategy. Manaswita Sarkar from SPH Media suggests using data partnerships in marketing use-cases, sourcing and sharing data, and discusses how to choose the right partner as well as technological and legal considerations.

Author: Shabana Badami, Google | IAB SEA+India AdTech & Innovation Regional Council

AI is the most profound technology human-kind is working on today. It is seen as the third major shift in technology — after the arrival of the internet, and the move to mobile. Both of these shifts created new growth and opportunities, as will AI; and optimising AI will become a discipline in its own right.

Author: JJ Eastwood, Chair IAB SEA+India Regional Board

Retail media is a game-changer in the advertising industry, offering brands unparalleled opportunities to connect with consumers in a targeted and personalised manner, and projections estimate it to be a market worth over $160 billion by 2027.

Vpon Big Data Group (Vpon) has created a series of advertisements using its new AI visual generative system, InVnity for Hong Kong-based soft drinks brand, Mezzanine Makers.

Video viewability rates in APAC are some of the highest globally. This year’s Global Insights Report from IAB SEA+India member, DoubleVerify, shows that while the region has some of the lowest fraud/SIVT and brand suitability violation rates globally, advertisers must engage verification across all campaigns and environments, and highlights differences in campaigns that leveraged verification with those that did not.

IAB SEA+India member, Moving Walls, a global advertising technology company based in Singapore, has announced a partnership with JR East Marketing & Communications Inc. (jeki) to launch a technology platform that will automate all Out-of-Home (OOH) advertising across Japan.

Attention is one of the most complex topics in digital media. While difficult to define, capturing attention is pivotal to executing a successful advertising campaign. Integral Ad Science has developed an evidence-based white paper, Taking Action On Attention, a first-of-its-kind model that predicts the likelihood that an impression will lead to a result.

Meet the Regional Board of the Interactive Advertising Bureau Southeast Asia & India for 2023-24.

IAB SEA+India Regional Research

According to a new report by the Regional Board of the IAB SEA+India, less than half (41%) of respondents surveyed in Vietnam fully understand what internet cookies do, while a little over half (52%) say they fully understand how to protect their privacy online.

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.

IAB SEA+India Regional Research

Just 29% of respondents in Thailand are prepared to pay to access advertising-free content according to a local research report released by the IAB SEA+India. However, 66% of respondents are willing to share information about their interests in return for access to free content.

Letter From Miranda Dimopoulos, Regional CEO, IAB SEA+India

I am proud to present here, our latest regional research report, Representation in Advertising in Asia. Our extensive survey has found that consumers feel there remains a significant underrepresentation of ethnicities, ages, genders, disabilities, religions, sexual orientations, and body types in advertising in Asia. And they believe overwhelmingly that it is the responsibility of brands to ensure that there is inclusion when advertising their products.

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.

In a research report just released by the IAB SEA+India, 34% of respondents in Singapore/Malaysia/Philippines say they will not pay for ad-free online content yet more than twice this number (72%) have paid for subscriptions to online streaming platforms, implying confusion over the definition of online content.

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.