Whats new with behavioral and contextual targeting, and how can it benefit advertisers in Asia?
Marketers are looking for more targeting opportunities, whether it is in terms of the environment consumers choose to be in, or indeed assumed or actual behavior in the content they engage with. For some time, this has been a growing trend and we are starting to see these techniques as a key pillar for any media schedule. Whilst this is still nascent in some markets in Asia, our belief is that these targeting capabilities will become increasingly common within our region, and our strategy is to increase our capabilities in this area in all markets. That means: • Increased targeting options via our proprietary ad serving system Ad Expert, as we upgrade features in the technology for more granular targeting and optimization • Introduction of our 3rd party performance network in markets such as Japan and Korea, where we are launching DRIVEpm. Other markets will follow as we extend our network beyond owned and operated inventory to other publishers who we partner with. Using our Selector p
