1、WWW.EXCHANGEWIRE.COM APAC INDUSTRY REVIEW 2022 APAC INDUSTRY REVIEW 2022APAC INDUSTRY REVIEW 202223For more detail,contact For more detail,contact FOREWORDPILLAR ONE:DATA-DRIVEN TVThe Power of Data-Driven TV UnrulyPILLAR TWO:WALLED GARDENSA chance for reimagination ExchangeWirePILLAR THREE:RETAIL ME

2、DIACan Retail Media Networks Learn from The Mobile Gaming Playbook?PubMaticExpanding the sphere of influence LiveRampPILLAR FOUR:GAMING-AS-THE-ULTIMATE-MEDIA-CHANNELLevel up:the potential of mobile gaming AppLovinPILLAR FIVE:THE SERVICE LAYERBalance and flexibility:the evolution of the service layer

3、 ExchangeWireSUPPORTED BY CLIENTS&CONTRIBUTORS CONTENTS CIARAN OKANEPresident and CSO,WireCorpIn our review of the APAC media,marketing,and commerce industries,we examine five key pillars as outlined by ExchangeWire CSO and president Ciaran OKane earlier in 2022,alongside leading industry thought le

4、aders.Specifically:Retail Media;Data-Driven TV;Gaming;Walled Gardens;Service layerDespite continued global headwinds,recently published research from ExchangeWire demonstrates that investment and optimism in programmatic advertising across the APAC region continues to rise,with buyer confidence surg

5、ing as they nurture the growth of their first-party data assets,following the rapid drive towards digital transformation observed last year throughout Covid.In helping to sustain this growth in the post-cookie era,technology partners continue to fulfil a critical role,with operators across all sides

6、 of the programmatic supply chain being turned to for support.As detailed,global big tech platforms are set to thrive in this first-party era,but does this mean the end of the open internet and independent ad tech within APAC?No.This is the industrys golden opportunity to reimagine how to measure an