Programmatic advertising is set to experience good growth in markets such as Latin America and Asia. Whilst in the US, programmatic is something that is used frequently and “understood”, according to Neal Sinno at Playbuzz, it is something that falls behind in other markets. However, Cara Sullivan from Optimatic said that it is likely that countries such as China, Japan, and South Korea will move it forward in Asia, with China being an interesting market due to the high levels of devices there. Sullivan added that the advantage of the high level of devices in the region means that there are “many opportunities to get marketing messages” in front of users, calling it a market “to watch”. She also said that growth was likely in Latin America, and that both regions could “leverage learnings from the US”.Â
