The digital advertising landscape is undergoing unprecedented change, driven by evolving privacy regulations, technological disruption, and shifting consumer behavior. These changes create unique challenges in APAC’s diverse markets, where organizations of varying scales – from local operators to global enterprises – must adapt their data and technology capabilities.
In collaboration with ExchangeWire, we surveyed 200 brand professionals across Singapore, Indonesia, Philippines, and Australia to assess organisational maturity in:
- Data and Technology Strategy
- Data Foundation
- Audience Strategy
- Measurement, Reporting, and Optimisation
The findings paint a nuanced picture of APAC’s data and technology landscape. We discover that maturity does not follow a single path – regional variations, organisational structures, and strategic priorities all play crucial roles in capability development. While some brands excel through local market focus, others find strength in regional coordination or global resource access. Most notably, we find that organisational alignment can sometimes matter more than size or resources in achieving digital maturity.
This report offers a detailed analysis of these patterns, examining how different types of organisations navigate common challenges – from privacy concerns and implementation costs to technological gaps and organisational silos. Through this lens, we provide actionable insights for brands seeking to advance their capabilities while maintaining the agility needed in today’s rapidly evolving digital ecosystem.