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Publishers are struggling to assess the value of multiple vendor relationships while streamlining their tech stack. Campaign asks experts in the region for suggestions on what publishers should do.
In a bid to help drive efficiencies and return on investment (ROI) for buyers, the South China Morning Post (SCMP) removed its entire inventory from the Open Marketplace (OMP) in Hong Kong, Singapore, Malaysia, Vietnam and the Philippines on Jan 1, 2021, connecting their first-party data and persistent user IDs to programmatic deals (preferred deals and programmatic guaranteed). There is a growing trend for global publishers to shift away from OMP and SCMP is the first in Asia to withdraw and offer a non-OMP solution that benefits advertisers, agencies and brands. But why? Advantages and dis...