MarTech Outlook: Specials Magazine
With the App Tracking Transparency (ATT) policy ending third-party cookie support, digital marketing is heading toward a ‘cookieless’ future. This shift is causing substantial disruptions for digital marketers and advertising agencies that have long relied on cookies for creating personalized content. adforus helps digital marketers cope with this transition through its mobile performance marketing solutions. Unlike marketers that create content based on first-, second-, or third-party data, adforus adapts to the evolving advertising arena by emphasizing the collection of zero-party data that consumers proactively share on its B2C platform. The platform, built on the company’s vast advertising campaign, is enriched with e-commerce industry data. adforus assists numerous ad networks, supply-side platforms, and ad exchanges through consistent creation of impactful advertisements that highlight their KPIs and deliver desired outcomes. It continually emphasizes operations management to ensure the generation of efficient and cost-effective advertising campaign results. It collaborates with clients to create campaigns that showcase maximum performance and manage related operations, including traffic verification, fraud detection, and quality assurance of the acquired database. “We have developed an advertising platform with our proprietary technology, which expands and organically connects disparate solutions to maximize a client’s campaign creation efficiencies and deliver positive advertising effects,” says Eunhyun Lee, CEO of adforus. The Korean internet-based IT infrastructure and mobile e-commerce market witnessed explosive growth since the pandemic.
Programmatic Advertisement
Partnerships drive growth when managed the right way. impact.com, the world’s leading partnership management platform, helps businesses manage, optimize and expand partnerships with creators, publishers, affiliates and technology partners—all within a single, performance-focused ecosystem. Moving beyond the limitations of traditional advertising, it enables brands to turn trusted voices into long-term revenue drivers. Brands like Gatorade, Forever 21, Under Armour and AG1 rely on impact.com to fuel their growth. They are part of a growing network of over 500 new businesses using the platform to streamline partner discovery, automate workflows and measure performance with precision. With a track record of product innovation and industry recognition, impact.com has become the go-to solution for businesses and creators alike. “To fully realize our vision of becoming the global standard platform for partnerships, we are evolving our business operations to better meet the demands of the future,” says David A. Yovanno, CEO. Versatility is at the core of impact.com. Serving brands and publishers across industries, its unified platform helps manage partnerships—from affiliate and referral programs to influencer collaborations and B2B partnerships— throughout their lifecycle. Brands can discover vetted partners or creators, automate contracts and payments, and precisely track performance—from a centralized dashboard. Advanced data analytics and flexible attribution models empower businesses to optimize strategies and maximize ROI, while automated workflows streamline processes like content approvals and performance reviews. This allows brands to scale partnerships efficiently, ensuring authenticity and alignment with brand values in every campaign. Publishers, creators and content partners gain real time access to top brands, along with intuitive tools for link creation, accurate tracking and performance based payouts. Custom dashboards offer a clear view of conversions and earnings, while detailed reporting helps partners fine-tune their approach and grow their revenue without disrupting content production. Automation is a key differentiator. impact.com eliminates manual processes at every stage—from partner onboarding to commission payments—allowing businesses to focus on strategy. Advanced contract and payout customization enable brands to design tailored incentive models, such as first-click, last-click, or multi-touch attribution, aligning payouts with their distinct objectives. Real-time performance insights drive smarter decisions. The integrated Partnership Cloud provides granular data on partner contributions, enabling businesses to measure value accurately and optimize campaigns as they unfold. Fraud protection tools further safeguard investments, detecting and blocking invalid traffic to ensure brands only pay for high-quality outcomes.
App Monetization
Developers no longer have to choose between revenue and user experience. Today, they can achieve both, unlocking exponential gains in retention and lifetime value (LTV). Historically, app monetization required compromise: banner ads that slowed down interfaces, interstitials that broke immersion, and paywalls that frustrated users. These trade-offs became standard practice, but they also limited sustainable growth. Bright SDK introduces a new way to monetize apps without degrading the user experience. By giving users the option to share a small portion of their idle device bandwidth in exchange for in-app rewards, the company enables developers to generate consistent, passive income. There are no ads, no tracking, and no invasive data collection. The SDK operates quietly in the background and integrates across mobile, desktop, browser, and smart TV environments. This is not a vision of the future. It is already happening, and Bright SDK is leading the shift. “Our goal is to prove that ethical monetization can outperform traditional models. Developers shouldn’t have to choose between revenue and user experience,” says Ofir Meir, Director of Bright SDK group. From Devices to Public Data Bright SDK is built on a clear principle: user experience should not be sacrificed for monetization. Once a user opts in, the SDK leverages unused device resources to route requests for publicly available web data, such as product listings, hotel prices, search engine results, and other non-personal online information. This data is gathered on behalf of enterprise clients conducting competitive research and digital analysis. Developers receive fixed daily revenue in return. There is no dependency on ad impressions or user purchases. The result is a predictable, stable income stream that is not affected by ad-fill rates, CPM volatility, or regional demand. Developers can finally scale with confidence. The SDK is built on a privacy-first architecture. Nothing activates without explicit user consent. Bright SDK does not collect personal data, use cookies, or deploy device trackers. It accesses only the user’s IP address, and only for regulatory consent tracking. All processing takes place on Bright SDK’s secure servers rather than on the user’s device, ensuring both data security and a seamless user experience. Built for Integration, Performance, and Control Technically, the SDK is designed for flexibility and ease of integration. It supports iOS, Android, Windows, Huawei, Amazon Fire, LG and Samsung TVs, and more. It is a Unity Verified Solution, and most integrations can be completed within a few days. Developers also control how and when the opt-in prompt appears, and what kind of reward is offered in return, whether it is premium access, in-game currency, or fewer ads.
Digital Marketing
Is AI Shaping the Future of Digital Marketing?
Virna Cañete, Digital Marketing Manager, Shang Properties
App Monetization
Unravelling the Challenges and Trends in the Fashion Marketing
Kathryn Coleman, Head of Customer Marketing, Pattern
AI Advertising Tech
Transforming Life Insurance with Digital Marketing
Mahen Gunarathna, Chief Marketing Officer, Union Assurance.
AI Advertising Tech
Generative AI - Friend or Foe?
Fiona Corsie, Head of Marketing & eCommerce (AU/NZ), Bunzl Australia & New Zealand
Customer Experience Management
Transforming Customer Relationships Through Loyalty Strategies
Nestor Valverde, Group CRM & Loyalty Manager, Spotlight Retail Group (SRG)
Technology and Software
Everything but the diamonds: Diamond jewellery brand Jessica McCormack launches new collection backed by a Gen AI campaign, as Gravity Road is appointed Gen AI Agency of Record
Digital Advertising
The New Blueprint for Marketing Leadership: Resilience, Ethics and AI Understanding
Alina Timofeeva, Head of Consumer Marketing & Digital, Australian Ethical
IN MY OPINION
Digital Advertising
Pioneering AI and Voice Search in Digital Banking
Kelferd Hor, Vice president, Squad Lead of Investors Digital Experience, RHB Banking Group(KLSE: RHBBANK)
LAST WORD
Ad Management
Future With the Metaverse in Fashion, Maximize Your Potential
Imtiaz Shuvo, Creative Director, Business Development, Fashion Globe Group
IN FOCUS
Integrating Omnichannel Strategies for Seamless Customer Experience
Omnichannel strategies are crucial for modern businesses. Success requires addressing operational challenges, evolving with technology, and building lasting customer relationships.
How MarTech Fuels Omnichannel Strategies
MarTech enables seamless omnichannel marketing by unifying customer data and platform interactions. AI, automation, and analytics personalize experiences
EDITORIAL
The Next Era of Marketing Technology
A key shift is the rise of influencer marketing. Once limited to lifestyle brands, it has now become a strategic tool across industries—including B2B—enabling companies to reach niche audiences through authentic voices. Influencers foster trust, expand reach, and drive engagement, making them essential in modern marketing plans.
In parallel, the growth of online and mobile advertising solutions continues to reshape campaign execution. Marketers are investing in mobile-first strategies, programmatic buying, and real-time targeting to ensure content reaches the right audience at the right moment. These tools maximize visibility while optimizing return on investment.
Predictive analytics and customer data platforms (CDPs) also play a critical role. By integrating data from CRM systems, social media, apps, and websites, CDPs offer a unified customer view. Marketers can analyze behaviors, anticipate needs, and create tailored campaigns that resonate and convert.
B2B marketing communications firms are driving innovation through omnichannel strategies that maintain consistent messaging across all customer touchpoints. These firms are vital partners in executing account-based marketing, building thought leadership, and fostering long-term client relationships.
As these trends accelerate, the global martech market is expected to reach $413.6 billion by 2032, growing at a CAGR of 19.38 percent.
In this edition of Martech Outlook APAC, we spotlight top startups and solution providers shaping the future of marketing through influencer engagement, digital advertising, and B2B strategy. Highlights include Virna Cañete, Digital Marketing Manager at Shang Properties, and Shashikanth Ramakrishnan, Senior AVP and Head of Digital Analytics and Insights at Astro—leaders using intent-based strategies and behavioral analytics to turn data into actionable insights. Let us know your thoughts!
