Tech Industry

Interactive Advertising - The Singapore Context

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Executive Summary

The advertising value chain in Singapore exhibits some of the same changes that authors have identified at the global level. However, so far these changes have been much less pronounced than in other developed advertising markets. The advertising value chain in Singapore exhibits some of the same changes that they have identified at the global level. However, so far these changes have been much less pronounced than in other developed advertising markets. This paper discusses the major characteristics of the Singapore market and the reasons behind them.

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