August 10, 2016
IAB Singapore releases industry Lumascapes to map out Singapore’s content and advertising landscape
The IAB Singapore (IAB SG) has been working with its Programmatic and Content Committees over the past few months to map out Singapore’s vast and ever growing industry. This will provide a free tool for anyone in the industry who needs a snapshot of the main players and how they sit in the digital ecosystem in Singapore.
Two Lumascapes have been designed and distributed:
- The IAB SG’s Programmatic Ecosystem shows major companies who form the region’s Advertising Technology components including programmatic agencies, DSPs, data providers, exchanges, publishers, managed buying solutions, delivery systems, tools, analytics and verification.
- The IAB SG’s Content Landscape goes through content creation, content management and content distribution businesses and how they make up the industry.
“The programmatic landscape in Singapore and APAC has evolved dramatically over the past few years. The IAB SG’s Programmatic Committee thought it was imperative to educate the market on how many players there are currently and how their role is shaping the whole ecosystem,” says James Sampson, VP & General Manager, APAC, DataXu and Co Chair IAB SG Programmatic Committee.
“The way we view and manage content has completely shifted, making the role content plays in the consumer journey increasingly valuable. With the Lumascape the IAB SG Content Committee wanted to capture this shift, as the industry is aggregating more content than ever before,” says Susannah Llewellyn, Business Agency Leader, Singapore, Google and Co Chair IAB SG Content Committee.
Please see the documents attached for both the detailed Lumascapes.
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