Tag: adtech

Sydney, Australia – Global media platform Teads has announced an expansion of its exclusive partnership with VIDAA , a smart TV operating system powering dozens of manufacturers worldwide including Hisense, Toshiba, Scheider, Loewe, Leica and Akai. The partnership is active in the US, Canada, and in 27 markets across Europe and APAC including India, Australia & Malaysia.

Under this extended partnership, Teads maintains exclusive access to VIDAA’s prominent on-screen placement for native CTV home screen ads, enabling advertisers to make a powerful first impression on tens of millions of VIDAA-powered Smart TVs globally, including those made by Hisense, Toshiba, and over 400 additional brands. 

In addition to premium homescreen placements, Teads also gains unparalleled access to VIDAA’s own VIDAA Channels streaming service, unlocking premium CTV video inventory for advertisers globally. 

This collaboration strengthens Teads’ direct-to-glass capabilities, supporting its mission to provide brands with consistent, high-quality ad experiences across all screens.

Jeremy Arditi, co-CEO at Teads, said, “Extending our exclusive partnership with VIDAA allows us to further support our global CTV strategy with an unrivaled offering that bridges the gap between digital and TV. Our CTV Native and Homescreen offerings both complement and differentiate our overall strategy with innovative ad products and a larger selection to continue reaching consumers in new ways. We’re excited to continue delivering impactful reach to our brand partners through one of the world’s leading smart TV platforms.”

Meanwhile, Guy Edri, CEO at VIDAA, commented, “This extension with Teads reinforces VIDAA’s commitment to fostering partnerships that promote sustainable growth for our brand, content, and advertising partners. By combining our global platform’s reach in living rooms across the world with Teads’ expertise in digital advertising, we’re creating significant opportunities for brands to engage audiences meaningfully.”

Teads’ collaboration with VIDAA builds on its growing CTV inventory partnerships across the world and meets the rising demand for CTV ad solutions globally. Teads provides comprehensive campaign performance insights, working with measurement companies like Comscore, Cint, and LiveRamp to offer brands robust targeting and audience engagement capabilities.

Singapore – Magnite has announced that Asian streaming service WeTV has selected Magnite’s adtech stack to enhance monetisation of its video inventory. With this, WeTV will leverage the BidLink solution within Magnite’s SpringServe ad server to scale programmatically, while the Magnite Streaming and DV+ SSPs will help WeTV earn the full value of their inventory. 

Using SpringServe’s BidLink will help WeTV intelligently integrate programmatic demand into their ad stack, and enable competition between traditional-direct and programmatic campaigns across multiple integrated SSPs. This helps boost yield and increase revenue by monetising opportunities that might have otherwise gone unfilled.

Magnite’s SpringServe ad server helps create operational efficiencies and improve monetisation opportunities for media owners like WeTV, while offering tools that allow audiences to enjoy the best possible viewing experience.

Having launched in Southeast Asia in 2019, WeTV delivers premium Chinese dramas, variety shows, anime, as well as original and local content across the region and continues to grow exponentially year over year as streaming becomes a mainstay in consumer budgets. 

Mary Yeo, head of commercial at WeTV, said, “As WeTV grows in popularity, we’re committed to meeting our audiences’ growing demand for diverse, high quality shows and bringing them a premium entertainment experience. This mission requires a forward-thinking partner who can provide the technology and strategic guidance we need to be successful, and we look forward to leveraging Magnite’s expertise to provide the technology and strategic support to turn this vision into reality.”

Meanwhile, Gavin Buxton, managing director for Asia at Magnite, commented, “We’re excited to be supporting one of Southeast Asia’s largest video streaming platforms in their quest to scale programmatically while preserving the experience for viewers. BidLink helps media owners level up their programmatic capabilities and increase revenue potential. Combined with the power of Magnite’s SSPs, we’re confident in the opportunities this partnership will unlock.” 

Singapore – Tech giant Google has introduced confidential matching, a new way to allow advertisers to securely connect their first-party data for measurement and audience solutions. For Google, this marks the first use of confidential computing in its Ads products, and that they plan to bring this privacy enhancing technology to more products over time.

According to Google, the use of confidential computing means added protections for their customers’ information that are secure by default. Other technical assurances include transparency into a product’s code and the ability to receive proof, known as “attestation,” that data is processed as intended.

Moreover, they have also highlighted how technologies like confidential computing, which use special software and hardware known as Trusted Execution Environments (TEEs), unlock new ways for businesses to use their first-party data to reach customers and measure the impact of their digital ad campaigns.

“We’re using this same confidential space technology, which has already received rigorous security reviews from third-party auditors, as the technical foundation in Ads for confidential matching,” Kamal Janardhan, senior director of product management and measurement at Google, said in a recent blog.

Janardhan added, “In line with our privacy principles, we’re committed to making confidential computing and other complementary technologies accessible to everyone. That is why confidential matching will be available at no additional cost to customers.”

Google also stated that they will also share their TEE architecture along with a few open source examples to help others build confidential solutions. Moreover, they will also continue to work alongside others in the ads industry to further adoption of and build standards for this privacy enhancing technology.

With this solution rollout, the confidential matching is now the default for any data connections made for Customer Match including Google Ads Data Manager. For advertisers with very strict data policies, it also means the ability to encrypt the data themselves before it ever leaves its servers.

“In the coming months, we’ll continue to roll out encryption support in confidential matching globally. We also plan to expand our use of confidential matching across more of our advertising solutions. For example, in the next few months enhanced conversions implemented with the Google tag will start rolling out first-party data processed with confidential matching. Processing will happen behind the scenes, without changing how you measure conversions or manage your Google tag,” Janardhan explained.

The confidential matching follows Google’s abandoning plans to sunset third-party cookies, with a large chunk of APAC industry leaders already stating that they are doing their own part to move towards privacy-centric advertising measures. Moreover, this also comes in line with Google’s ongoing antitrust trial by the United States’ Department of Justice over Google’s control on web adtech market.

Singapore – Regional adtech platform Tyroo has announced the appointment of Sumit Kumar, who has joined the Tyroo|CJ partnership as director of global growth programs. His appointment marks a strategic move to bolster the partnership’s global growth initiatives by leveraging his expertise in cross-border mobile and desktop demand and supply.

He brings a wealth of experience driving rapid growth and revenue within the adtech industry, particularly in startup environments. With a distinguished career that includes leadership roles at InMobi, Mobext, Oxigen wallet and an earlier stint at Tyroo, Sumit has consistently demonstrated a strong track record in sales, business strategy, and team leadership.

Kumar will be based in Bangalore and focus on driving Tyroo|CJ growth across key global markets.

Soeaking on his appointment, he said, “Joining Tyroo|CJ is a thrilling opportunity to contribute to a company and a partnership that is spearheading the performance and affiliate marketing in APAC,” said Sumit Kumar. “I am eager to drive the success of the Tyroo|CJ partnership by focusing on expanding our market presence, optimizing our product offerings, and delivering exceptional client experiences on a global scale.”

He continued, “Our mission is to generate substantial revenue growth by penetrating new markets, strengthening our collaboration with CJ, and ensuring that our clients in the US, UK, and EU fully benefit from our APAC capabilities. I look forward to leading these efforts and contributing to Tyroo|CJ continued success.”

Meanwhile, Siddharth Puri, CEO of Tyroo, commented, “We are thrilled to welcome Sumit to Tyroo|CJ as our director of global Growth Programs. As more global brands look to expand their presence in the APAC region, they often face the challenge of needing local expertise and support to truly succeed.” 

He added, “Our partnership with CJ is designed to bridge that gap, offering brands the regional insights they need. With Sumit on board, we’re further strengthening this commitment. His leadership and experience will be invaluable as we help these brands navigate and thrive in APAC, while also expanding our own global footprint.”

Singapore – Yahoo DSP has launched the Data Maturity Pulse ‘Pop Quiz’ in Australia and Southeast Asia, an engaging way to give brands a snapshot of where they are on their data transformation journey.

This free and publicly available tool is a simplified version of Yahoo’s in-depth Data Maturity Pulse, a detailed questionnaire that evaluates and scores an organisation’s data practices in programmatic advertising, offering actionable steps to enhance their data capabilities and readiness.

Similar to Yahoo’s in-depth Pulse assessment, the Data Maturity Pulse ‘Pop Quiz’ simplifies the process of data maturity assessment, providing actionable insights, and acts as a great foray into more complex data strategies. The tool comprises a 10-point questionnaire that uses pop culture and music references to help customers better understand their own data practices and what they need to change to improve them. 

Moreover, customers can use the tool to assess their current level of data maturity through engaging, themed questions including evaluating their audience targeting strategy through the lens of a popular TV genre and tackling data challenges with a magic themed twist. 

The final result, presented as a music genre, reveals whether they’re a nostalgic ‘Classic Rock Anthem’ looking to get with the times or a ‘Hiphop Hustler’ with 99 Problems, of which data isn’t one. It also provides recommendations and resources in accordance with the results.

Lorraine Donnelly, head of data at Yahoo AUSEA, said, “While we think the world of data is fascinating, we understand that it is a complex topic. Many marketers feel overwhelmed and uncertain about how to navigate the vast amount of information. The Pulse ‘Pop Quiz’ is a refreshing, quirky and thought-provoking gateway to the conversation. Not only will you crack a smile while completing it, you’ll also get a baseline of what topics you should be able to address in order to transform your data strategies effectively.”

Meanwhile, Dan Richardson, director of data & insights at Yahoo AUSEA commented, “Mastering your data has never been more important, it is a real differentiator now for the best brands. Pulse ‘Pop Quiz’ is a testament to our commitment to innovation and customer-centricity; it cuts through some of the more bland data jargon. By providing a clear, concise, and engaging way to navigate the data landscape, we are helping our clients make informed decisions that drive better outcomes.” 

Kuala Lumpur, Malaysia – Global sell-side advertising company Magnite hhas announced that REV Media Group has selected their full product suite to help streamline their programmatic capabilities across display and video. 

Through the partnership, SpringServe will be the primary ad server connected to its video inventory, including Tonton and its news portals, helping to deliver a great user experience across the platform, while the Magnite Streaming and Magnite DV+ SSPs will help monetise display and video inventory programmatically. 

By leveraging Magnite’s full product suite, this will help REV Media Group maintain a high quality user experience on their Tonton platforms, enable them to more effectively monetise their inventory, and grow programmatic activation through unified demand. Moreover, SpringServe’s ad podding capabilities together with robust creative controls help ensure high quality and relevant ad delivery, preserving a premium experience for the user.

Nicholas Sagau, COO at REV Media Group, said, “Our inventory on Tonton has grown considerably since its launch. With the rise of short-form video content for news consumption on our news portal, it’s imperative that we align ourselves with partners who can support us in monetising it effectively. We’ve been impressed by what Magnite has been able to deliver for us so far, particularly in a live environment, and look forward to what we can accomplish together as Tonton continues to scale.”

Meanwhile, Leon Siotis, senior vice president for SpringServe International at Magnite, commented, “With viewers increasingly turning to ad-supported streaming as their primary way to watch television, it’s important for publishers to have all the tools they need to effectively monetise their content. REV Media Group is in an important phase of growth and we’re looking forward to helping support this with the right tools and technology.” 

Sydney, Australia – Cake.Shop, an adtech startup, has officially launched in Australia, offering brands and agencies innovative programmatic ad buying services that emphasise transparency and rich media creative ad targeting.

Founded by former AdLudio and Mindshare Australia programmatic executive Luke Hills and former Azerion JAPAC managing director Georgia Woodburne, Cake.Shop draws its name from the proverb “to have your cake and eat it,” reflecting the company’s commitment to delivering the best of both worlds in media buying.

Hills is the former VP of growth at AdLudio in London and was previously head of programmatic at Mindshare Australia. Woodburne was responsible for driving Azerion’s expansion in the JAPAC region and played a key role in rich media creative company Inskin’s expansion in the Asia Pacific region, where she held the role of GM, APAC.

Cake.Shop aims to provide agencies and brands with a trusted solution to address the industry’s biggest challenges: easy access to programmatic advertising, creative excellence, and precise measurement. By offering a unique experience, Cake.Shop helps brands and agencies achieve strong performance from their programmatic ad spend.

The company stated that it aims to disrupt the media buying process through a four-pronged approach: creative-led, with attention-grabbing ads designed to engage rather than annoy; sustainable marketing, by measuring, reducing, and optimising to meet sustainable goals; technology ownership, by eliminating intermediaries for greater control and transparency over marketing technology; and commercial flexibility, which allows businesses to grow sustainably.

For Hills, traditional managed service options are not working, and agencies and brands need control over their technology choices and must work transparently with their partners. 

Meanwhile, Woodburne believes that transparency is at the core of Cake.Shop’s ethos. 

“We believe this should be reflected in fee structures and solutions,” said Woodburne.

Speaking more about the launch, Hills shared, “We’re thrilled to introduce Cake Shop to the world. Our mission is to support agencies and brands in achieving sustainable growth both commercially and environmentally. We aim to make effective advertising more accessible for brands of all sizes. Cake.Shop is designed to lower the barrier to entry, providing market-leading solutions that enable agencies to deliver world-class services to their clients. By stepping into the gap left by larger technology companies, Cake.Shop offers a local and global, client-focused alternative for businesses.”

“Our flexible approach means clients can reduce spending without the pressure of restrictive contracts. We’re possibly the only business in the market advocating for clients to spend less, focusing instead on quality, ownership, and transparency for long-term brand growth. With significant headwinds in marketing through privacy, compliance, and sustainability, we believe legacy solutions in the market will struggle to meet the demands of local businesses. We’re here to help companies navigate these pressures with solutions that complement our sustainable vision,” Hills added.

Singapore – Equativ, a global independent ad platform, has announced changes in its senior leadership team, with the appointment of Rueben Vijaratnam as its new managing director for SEA. 

Vijaratnam will join the Singapore office to develop a demand-focused strategy and guide Equativ to even greater success. With his strategic vision and leadership, the SEA team is expected to reach new heights, ensuring continued success and growth for the company in the region.

With significant experience in regional sales, Vijaratnam brings a wealth of knowledge and expertise that will be instrumental in driving growth and innovation.

His background includes six years at Yahoo, where he honed his skills in digital sales and marketing. He then spent two years at Oath, playing a key role in developing and executing strategic initiatives that significantly boosted demand and revenue. Most recently, Rueben spent 5 years at Quantcast, leading demand generation efforts and contributing to substantial market expansion and success.

Throughout his career, Vijaratnam has consistently demonstrated a remarkable ability to understand and respond to market needs, driving demand and fostering strong client relationships. His expertise in ‘demand leadership’ will be invaluable for Equativ as it aims to continuously innovate and expand its offerings.

Vijaratnam’s appointment marks a significant milestone for the APAC Business Unit, underscoring the company’s dedication to continuous improvement and growth. 

In his appointment, Vijaratnam commented, “I am excited to be joining Equativ at a very interesting point in our journey. The recent merger with Sharethrough springboards Equativ to a new level in the company’s global ambitions, and curation is becoming an ever more important solution to the challenges facing brands who are navigating the digital world today. We look forward to growing the Singapore office, expanding our footprint in Southeast Asia with existing and new partners, and truly delivering the promise of adtech in this region.”

Céline Gauthier-Darnis, EVP for MENA & APAC at Equativ, added, “I am confident that with Rueben as a leading figure, we will solidify our supply position as a key player in the region and accelerate and scale our ambitions with Demand by achieving success and exceeding expectations.”

Singapore – The Singaporean Thomson-East Coast Line (TEL) has reached its fourth stage, marking a pivotal moment for TEL’s role as a ‘National Gateway’ and aiming to set a new standard in the transit advertising landscape.

To contribute to the success of the opening, Etiqa Insurance Singapore added a station dominance concept to give a distinct feel to the station, with an interactive game by adtech company Asiaray to engage commuters.

Etiqa’s concept addition all throughout the station
Asiaray’s digital game integration

For Etiqa’s station dominance concept, the insurance provider collaborated with their media agency, Hearts & Science Singapore as part of their latest brand campaign, ‘With You for the Ride.’

The concept includes extensive designs on the glass lift panels, stair risers featuring floor stickers, and 76 panels of platform screen doors. This thoughtful approach ensures that Etiqa Insurance Singapore’s presence supports commuters at every step, enriching their journey with meaningful engagement.

At the concourse level, Etiqa Insurance Singapore worked closely with Asiaray’s ad tech team in Hong Kong to develop an interactive game on an expansive 86-inch digital screen. Commuters can participate by scanning a QR code with their mobile phones, immersing themselves in dynamic digital quests and opportunities to win exciting prizes.

Talking about this integration, Shirley Tan, chief marketing officer at Etiqa Insurance Singapore, highlights, “The ‘With You for the Ride’ campaign showcases Etiqa Insurance Singapore’s dedication to humanising insurance and making it relatable to the aspirations and dreams of Singaporeans. Our ongoing campaign at Marine Parade station invites all Singaporeans to embark on life’s journey together with Etiqa Insurance Singapore as your trusted partner, transforming life’s uncertainties into enriching experiences.”

Meanwhile, Vincent Lam, chairman and executive director at Asiaray Media Group Limited, commented, “We are thrilled to partner with Etiqa Insurance Singapore. Their involvement in the launch of Stage 4 of the TEL underscores the strategic effectiveness of our advertising solutions. Our joint efforts not only enhance brand visibility but also create a lasting connection with the commuting community.”

Singapore – AI-powered adtech company Smartly has recently announced the appointment of Bertilla Teo as CEO for the Asia-Pacific (APAC) region.

Her appointment underscores Smartly’s goal of helping advertisers succeed in a complex digital ecosystem with increasing fragmentation of channels, changing privacy regulations, and the need for efficient budget allocation across diverse markets.

Bringing over 20 years of experience in advertising, Teo boasts a proven track record of success in APAC. Prior to this role, she served as CEO of Publicis Groupe, China, where she focused on client acquisition and implementing the “Power of One” model, gaining numerous accolades for her performance within the industry.

Speaking on her appointment, Teo said, “I’m thrilled to lead Smartly’s APAC growth journey at this pivotal time. The region presents a unique landscape with varying levels of tech adoption and active digital users in highly fragmented environments.”

“Smartly’s AI-powered solutions are perfectly positioned to empower brands to navigate these complexities and achieve brand performance and growth. Together with our partners, we will unlock the full potential of growth for our customers,” she added.
 
Meanwhile, Laura Desmond, CEO at Smartly, commented, “Over the past year Bertilla has played a key role in establishing Smartly as a formidable adtech company and partner in the region. Having a robust business in APAC truly distinguishes global adtech companies, and given our recent momentum, Bertilla is the right leader to take Smartly, our partners and our clients to the next level.”