TripAdvisor's vice-president of display, APAC, Cindy Tan says brands need to be "extremely organised" to get the most from their programmatic campaigns. The region may be "data poor" but her firm sits on "a pot of really valuable data" which allows it to take a comprehensive view of travellers' entire customer journey from start to finish.
Tan was speaking at the Marketing Innovation Summit in Singapore in November, 2015.
This video was produced in association with Turn.
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