Chinalytics Longmarch Blog

I am just returning from today’s AdWorld 2009 event in Beijing and am happy to report that all three keynotes (Jeremy Fain of IAB US, David Ketchum of ADMA and Will Hodgman of Comscore) were focussing on data & standards or had some interesting related comments.

Jeremy gave and introduction on “The Importance of Standards in Growing the  Interactive Advertising Market”, and Will repeated a disappointing standard Comscore deck without any China data (that takes guts in the market with the largest online population)

The “on the money” comment came from David Ketchum. “2009 is not going to be the year of data and standards”. David’s conversations with the largest publishers align closely with my observations, that big publishers in China are still very comfortable making money from a lack of transparency. They are very interested in talking to the ADMA or IAB, but still feel like they have something to loose in a more standardized and transparent ad-world. The key drivers for change towards more transparency have to be advertisers and smaller publishers who do business by proving their performance through independently verified superior performance.

I see this already happening, but it takes time to build momentum. 2009 will be a good start but it will take time until well into the new decade until we can say goodbye to cost per day media buys, ad serving by publishers and hundreds of different banner sizes.

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