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Dentsu ties with adtech Hivestack to boost DOOH capabilities


Kuala Lumpur, Malaysia – Dentsu Malaysia has named global adtech company Hivestack as its new programmatic digital out-of-home (DOOH) partner for the Malaysian market. 

The partnership will allow clients of dentsu agencies, namely Carat, dentsuX, and iProspect, to programmatically activate digital OOH inventory by leveraging the Hivestack DSP via Private Marketplace (PMP) deals.

Moreover, the partnership will provide advertisers with data-driven planning, targeting, and measurement solutions for DOOH, as well as offer access to premium publishers from across the globe and within Malaysia. Through this new opportunity, Malaysia-based advertisers can now create and deliver measurable and addressable DOOH campaigns, leveraging valuable data to drive business outcomes.

According to Dentsu Malaysia, the new partnership represents a dynamic shift in the OOH media landscape in the Malaysian market, moving away from a more traditional loop-based buying model and offering advertisers the opportunity to take a data-driven audience-centric or impression-based approach.

Dheeraj Raina, Dentsu Malaysia’s CEO of media, believes that the partnership is a step-change breakthrough, which is something that the teams have been working on. 

“With this, we are taking the guesswork out of DOOH planning and making the medium work harder for brand performance and become a truly data-driven consumer touchpoint,” said Raina.

Dentsu also said that brands in the country will be able to qualify campaign exposure metrics like proximity, dwell time, and establish robust ‘opportunity to see’ (OTS) zones by the environment, as well as have the ability to accurately measure the impact of campaigns, unlocking unprecedented metrics such as impressions, traffic data, and dynamic reach, as well as geo-temporal data, among others.

Matt Bushby, Hivestack’s managing director for ANZ and SEA, commented, “We’ve already seen incredible success in other regions across SEA and look forward to utilizing our full-stack platform to drive growth in this new market.”

The agency has already kicked off the recent partnership in 2021 by delivering campaigns for an online food delivery client via within the Hivestack DSP.

In addition, Dentsu has announced that it is also adding the data science muscle behind the product by working on an attribution model that measures the impact of the medium on brand metrics run through machine learning models built by its in-house data science team.

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