Asia’s mobile metrics need to mature

For the first time ever, the Asia Pacific region is overtaking the US in digital ad spend.
Today, there are over 2.5 billion mobile phone users in APAC - that’s 62.5 per cent of the region’s population. Digital ad spend is slated to grow 18.2 per cent this year - led largely by China - reaching US$59.7 billion. For some perspective, growth in the US is nearly half that at 9.6 per cent.
Mobile programmatic is driving the uptick, but the threat of ad fraud is still a hindrance to explo