Press Release

March 23, 2018 Press Release

Singapore Advertisers Association Launches Guide to Boost Knowledge in Programmatic

Singapore (23 March 2018) – SAA, today launched its Guide to Programmatic Advertising to help marketers navigate today’s complex digital environment, and increase knowledge specific to programmatic advertising. This guide is produced in collaboration with Infectious Media, an international programmatic agency.

Programmatic advertising across Asia-Pacific is currently growing at a rapid pace, with ad spend in the region set to account for 43% of the global market by 2019. In light of this, many marketers have struggled to maintain the necessary knowledge and understanding of programmatic advertising. This has led to millions in wasted ad spend and contributed to the lack of transparency which is currently holding back the market.

The SAA Guide to Programmatic Advertising will address this issue and offer advertisers the latest thinking on the current state of the market, better educate them on what they are able to achieve with programmatic and provide a vital resource for developing an effective digital strategy.

The guide also features useful information and tips on the major challenges that marketers face, including programmatic in-housing, viewability, ad-blocking, brand safety, fraud and ad measurement.

Oliver Chong, President, Singapore Advertisers Association, Vice President – Brand and Marketing Communications, Starhub Limited said:

“In today’s complex and evolving digital marketing landscape, there are many tools and solutions available to help marketers achieve their business goals. Programmatic is one of them. While marketers should exploit the full potential of such a platform, it is also important to highlight to our members that whilst programmatic is a powerful tool, there are challenges they need to be aware of; for example, ad fraud, brand safety and media transparency. Our partnership with Infectious Media to publish this guidebook is the first of many steps we are taking to build a more knowledgeable industry, starting with our members.”

Commenting on the need for the Guide, Mr, Chow Phee Chat, Director of Marketing Communications and Corporate Affairs, Nestle Singapore said:

 “There is an opportunity for marketers to take advantage of programmatic buying in South East Asia right now, because it can provide greater efficiency through targeting ideal consumers coupled with real-time reporting and measurement. However, this guide highlights how the industry must still address the challenges to investing in programmatic, such as advertiser concerns on fraud, brand safety and lack of transparency. It’s essentially about tapping into technology to enable marketers to better understand their target audience and identifying opportunities to grow.”

Attila Jakab, Managing Director at Infectious Media, said:

“Over the coming years we’re increasingly going to see APAC taking the lead when it comes to global growth in programmatic. The opportunity this represents for brands is huge. But the programmatic ecosystem is extremely complex and ever evolving. Keeping ahead and staying aware of the pitfalls is a constant challenge. We share the SAA’s commitment to empowering marketers with the right knowledge to ensure they’re able to demand the very best standards and full transparency from their partners. We see this as absolutely crucial for building a healthy and sustainable programmatic market.”



About SAA – the voice of advertisers in Singapore

Singapore Advertisers Association is a non-profit organisation that was formed in 1952. Representing both local leading brands as well as multi-national brands, we are the only trade body focused solely on the interest of advertisers in Singapore.

We work closely with other industry bodies such as the Singapore Accredited Advertising Agency Association (4As), and the Association of Media Owners Singapore (AMOS) and respective government agencies to further the marketing communications industry.

SAA is a member of the World Federation of Advertisers and we work closely together in sharing know-how and fostering global best practices.

About Infectious Media

Infectious Media is an international programmatic agency that partners with global brands to deliver effective and efficient media campaigns. Founded at the dawn of the programmatic era, Infectious Media has developed specialist teams and technology that exclusively focus on making programmatic work for advertisers. Planned and executed correctly, programmatic is more than just a media buying tactic, it drives incremental revenue and competitive advantage across the customer lifecycle.

Infectious Media’s advertising platform, Impression Desk, provides a single access point to the fragmented landscape. By streamlining insight across multiple bidders and data platforms, it equips advertisers with the flexibility to fully capitalise on the programmatic opportunity.

If you’d like more information please contact Simpatico PR on 020 7439 9275 or email:

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