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Online media buying ‘moving away from Google dependence’, Australia and New Zealand most expensive markets in Asia

Internet media buying in Asia is moving away from a dependence on Google, research from real-time trading platform Brandscreen has suggested.

The volume of Google ads bought through Brandscreen has fallen from 86 per cent of all impressions in 2011 to 40 per cent in the third quarter of 2013.

By contrast, Brandscreen’s impression volume on AppNexus grew from zero to 33 per cent, and Rubicon from three per cent to 21 per cent in the same period.

The diversification of inventory sales is a sign of a healthy market, Brandscreen has said in its report.

Online spend growth in APAC was particularly strong in China, Southeast Asia – where spend was up 80 per cent – and India, where spending was up nearly 100 per cent, Brandscreen reports.

The research also found that Australia and New Zealand have by far the highest CPM (cost per thousand) prices across the region.

“Considering countries like Japan and Singapore have comparable standards of living with Australia and New Zealand, this may point to the maturity of the market or concentrated pricing power of local publishers,” the report reads.

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