Chinese luxury brands have been cautious about how auction-based real-time bidding (RTB) might affect brand integrity, due to perceptions of low quality inventory as well as uncertainty on price and volume. Because of this, many have been reluctant to explore programmatic in their media plans. However non-RTB buying has given rise to the potential for luxury brands to embrace the benefits of programmatic buying in terms of better target audience reach and a more customised digital strategy. As a result, non-RTB buying is finding increasing favour.
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