Dive into our in-depth report, in association with Skeleton Key, as we assess the levels of data maturity across four key APAC markets.

The global data and technology landscape in advertising has reached an inflection point. After years of relative stability, we are witnessing unprecedented fragmentation driven by three key forces: evolving privacy regulations, technological disruption, and changing consumer behaviour.

To better understand these dynamics, ExchangeWire, in collaboration with Skeleton Key, conducted a comprehensive examination of brand maturity across four major APAC markets: Singapore, Indonesia, Philippines, and Australia. Our investigation focused on four critical capability areas: data and technology strategy, data foundation, audience strategy and measurement, reporting, and optimisation.

"This study illuminates APAC brands’ evolving maturity in managing and deploying data and technology. By examining current levels and uncovering key barriers across markets, it provides actionable pathways for brands to develop and advance aligned, privacy-first capabilities that drive positive outcomes and scale effectively in an increasingly complex digital landscape.” - Vincent Niou, Founder, Skeleton Key

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