Mobile is driving programmatic advertising growth worldwide. According to MAGNA, Asia Pacific (APAC) represented the 22% of the global programmatic ad spend in 2016, ranked as the second largest programmatic region after US. APAC includes the second and the third largest programmatic markets, China and Japan. It also comprises some of the most highly developed global programmatic markets like Australia, New Zealand, and Singapore. According to the Head of APAC Platform Sales for MoPub, Simon Toh, “93% of marketing professionals in Australia, New Zealand and Singapore are spending programmatically, 32% of which spend more than 50% of their digital ad budgets programmatically”.