Inventory growth is simply not keeping up with ad spend growth in Asia. Although quarter-over-quarter growth rates in APAC match and largely surpass that of Europe and North America, APAC’s share of global programmatic inventory was only a third of North America’s in 2014. Considering that APAC is home to more than a third of the world’s active internet users, this result is quite poor.
Everything that takes place between a buyer’s bid and the clearing price happens in a black box. It’s up to advertisers to question the validity of the second-price auction or to employ better control mechanisms.
Search for ‘flight booking hacks’ on the Internet and you’ll be fed with pages of search results with titles like ‘17 Little-Known Hacks for Finding Cheap Flights’ and ‘5 Flight Booking Hacks That Airlines Don’t Want You to Know’. One 22-year-old was even sued by an airline and online travel agency (OTA) for exposing a cheap flight hack. Does travelers’ easy access to hacks spell bad news for airlines’ profitability?