LoopMe APAC Head Predicts Zero-Party Data Surge in 2026
LoopMe's APAC head forecasts zero-party data dominance as 62% of marketers shift to CRM-based targeting. Privacy laws force brands to rethink data collection.
James Parker, Head of APAC at LoopMe, predicts zero-party data will dominate marketing strategies across Asia this year as privacy regulations tighten and brands demand more accurate consumer insights. The forecast comes as 62% of APAC marketers now use CRM data for buyer identification, signaling a fundamental shift in how brands collect and use customer information.
Parker's analysis identifies three critical shifts reshaping advertising across the region: the adoption of survey technologies to capture consumer data directly, the need for precise language around artificial intelligence applications, and gaming's emergence as a mainstream media channel rivaling social platforms.
Privacy Regulations Drive Direct Data Collection
Zero-party data, information consumers voluntarily provide through surveys and direct interactions, is becoming essential as traditional tracking methods face increasing restrictions. Unlike third-party cookies that track behavior across websites, this approach lets brands gather explicit insights into consumer interests and purchase intentions.
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"Making assumptions about your audiences is no longer good enough," Parker states. Brands that collect direct feedback from buyers will gain competitive advantages as privacy laws expand across Asian markets.
The shift aligns with broader budget movements. 45% of brands plan to reallocate spending to mobile in-app advertising by 2026, according to LoopMe CEO Stephen Upstone, driven by higher engagement rates and more controlled data environments.
AI Language Requires Greater Precision
While artificial intelligence dominates industry discussions, Parker argues marketers must distinguish between specific technologies rather than using AI as a catch-all term. Machine learning has powered programmatic advertising for years, yet confusion persists around what different AI tools actually do.
"If you're only just talking about AI now, you're probably already behind," Parker warns. He advocates for specific terminology distinguishing machine learning, predictive modeling, natural language processing, and generative AI to eliminate confusion and clearly communicate technology value.
The call for precision comes as 70% of APAC organizations expect AI to force business model changes within 18 months. China and India lead adoption, with over 90% of knowledge workers in these markets already using AI tools.
Gaming Reaches Mainstream Status
Parker challenges outdated perceptions of gaming as a niche channel for young males. Today's gaming audience spans all demographics, from grandparents to business leaders, making it "one of the most undervalued environments in media."
LoopMe research confirms gaming environments deliver reach comparable to social media giants across Asia, Europe, and the United States. As AI automation creates more free time, gaming opportunities will expand, prompting brands to shift budgets accordingly.
The company's December 2024 acquisition of Chartboost strengthened its gaming and in-app advertising capabilities, supporting its 40% annual revenue growth from 2018 to 2024.
Australia's Regulatory Wildcard
Parker expresses curiosity about how Australia's under-16 social media ban might reshape platforms, potentially driving younger users to new digital spaces or making VPNs "the next frontier for ad targeting."
The regulatory environment comes as APAC private consumption is projected to reach $36 trillion by the mid-2030s, growing at 7% annually. Marketing leaders must balance data collection strategies with compliance requirements across diverse regulatory landscapes.
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