It was big day yesterday in the APAC market for ExchangeWire as we held our inaugural ATS conference in Sydney. Over 270 attendees from the Australian and APAC buy and sell side came to ATS Sydney. We will be posting video footage and presentations in the coming weeks. Mi9, the new ninemsn ad exchange, was launched officially by Mark Britt, Group CEO, ninemsn, at the event. His keynote outlined the new proposition - and took aim at the biggest player in the Australian market, namely Google, referencing it as "the death star". Marketing magazine has a run down on the Mi9 presentation here. Outside of the Star Wars references, debate and analysis on the emerging data-driven advertising space was presented by some of the biggest names in the market. The APAC overview panel give some interesting insight on how the key APAC markets are developing around programmatic buying, particularly in China and Japan. There was an excellent interjection at one stage during the open question segment by one of Taobao's top execs, when he gave the attending audience a break down of the RTB market in China - and it would seem the Chinese automated market is growing fast. Let's just say he was the most sought-after man in the room after we broke for the afternoon networking session. ExchangeWire would again like to thank all ATS Sydney sponsors, the speakers who give their time on the day, and all those who attended. We look forward to next year's event.