TripAdvisor's vice-president of display, APAC, Cindy Tan says brands need to be "extremely organised" to get the most from their programmatic campaigns. The region may be "data poor" but her firm sits on "a pot of really valuable data" which allows it to take a comprehensive view of travellers' entire customer journey from start to finish.
Tan was speaking at the Marketing Innovation Summit in Singapore in November, 2015.
This video was produced in association with Turn.
Want to learn more about programmatic targeting? Join Campaign and Turn on January 27 for the latest in our series of webinars: 'Reach customers at the moments that most influence their decisions'. Sign up now.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins
As big tech's entanglement with politics draws fresh scrutiny post-US election, Western platforms face a deepening trust crisis—from X's advertiser exodus to Meta's legal battles—while Asian tech firms vie to emerge as credible alternatives.
From winging an internship in Johannesburg to leading creative at Clemenger Melbourne, Heidi Kasselman's unconventional path proves sometimes chaos is the best career plan.
Spikes Asia catches up with Chuenprapar to explore the power of humour in marketing communications and his advice for Thai agencies aiming to make a mark at this year’s awards.
.png&h=268&w=401&q=100&v=20170226&c=1)
DFI Retail's Yuu has conquered Hong Kong's brand landscape, outpacing even Cathay Pacific. Challengers are rising in both airlines and banking.
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
