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Technology Featured South Asia

Dentsu Programmatic launches programmatic supply solution ‘Dentsu Curate’ in India

India – Dentsu Programmatic has announced the launch of ‘Dentsu Curate’, a strategic programmatic supply solution, in India. Said solution enables advertisers to target premium and brand-safe inventory, allowing them to bring better performance leading to high operational efficiency for all campaigns.

In addition, the solution aims to improve media quality by consolidating supply and involving deeper integrations with tech platforms and data partners.

Dentsu Curate is built on dentsu international’s global clean supply initiative. The programmatic supply solution guides advertisers in buying digital inventory across media on behalf of dentsu X, Carat, and iProspect in a brand-safe and fraud-free environment.

This is done through robust evaluation mechanisms, with industry-leading partnerships offering high-quality premium supply coupled with supply path optimisation modelling.

Speaking on the launch, Divya Karani, South Asia chief executive officer for media at dentsu said, “Dentsu Curate offers our clients’ assurance and trust in maximising fraud-free, brand safe, and viewable inventory. Dentsu’s ability to fulfil these assurances entails working with the right supply partners with robust solutions and value to ensure clean supply in building a marketplace for our advertisers.”

Through Dentsu Curate, clients can once again get control by building up their bespoke marketplace across Display, Mobile, CTV, DOOH, and native. India’s fragmented landscape in OTT and growing CTV as with this solution they can curate across publishers but drive a certain campaign objective of video or viewability. It allows them the flexibility to have control across their inventory via multiple parameters such as third-party audiences, context, inventory type, among others.

Salil Shanker, chief operating officer at Dentsu Programmatic said, “At dentsu, we are committed to investing our brand dollars to deliver maximum efficiency and efficacy whilst safeguarding brand legacy. With the launch of Dentsu Curate, we are equipped to help enable great value and outcomes for our clients and support a fair marketplace.” 

Meanwhile, Saagar Sethi, president at Amplifi India commented, “It is all about finding the right mixture of quality publishers and partners that align with our defined quality KPIs. Our Inventory Superiority Mechanism is used to analyse the quality of a publisher across a variety of our trusted partners. With Dentsu Curate we safeguard transparency on the overall media operations.”

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Marketing Featured APAC

Azerion acquires programmatic agency Hybrid Theory to open new footprint in APAC

Amsterdam, Netherlands – Digital entertainment and media platform Azerion has acquired programmatic agency and trading desk Hybrid Theory, which specialises in mid and lower funnel campaigns.

The acquisition allows Azerion to open a new footprint for the company in the US, and the broader APAC market.

Hybrid Theory’s technology delivers a hybrid approach that connects data intelligence with human nuance, understanding, and creativity, to power smarter advertising across the full customer journey.

Through the acquisition, Azerion will integrate Hybrid Theory’s custom-built technology offering of solutions, hands-on support and independent managed execution. Hybrid Theory’s strength in data will allow Azerion to build and target detailed audience segments, proving effective for brands at acquiring new customers.

In addition, Azerion will strengthen its position in the UK, US, and the broader APAC market to deliver and work with their advertisers and publishers in collaborative and hybrid ways, bridging the gap between in-housing and outsourcing for brands and agencies. 

Umut Akpinaar, co-CEO of Azerion, said, “I am pleased to announce the acquisition of Hybrid Theory by Azerion. This acquisition will provide Azerion with enhanced skills and capabilities to manage advertiser campaign performance. We are confident that Hybrid Theory’s market-leading data capabilities will provide Azerion with the best-in-class technology to power better and smarter data-driven advertising potential to our advertisers and publishers.” 

He added, “As such, this acquisition is a perfect fit to our growing portfolio and we are excited to harness the power of data and create tailored ads to give our audiences the best experience on our platform.”

Meanwhile, Patrick Johnson, CEO of Hybrid Theory, said, “Joining the Azerion Group allows us to continue to deliver on our ambitions through far greater global scale and linkages between our technology and the Azerion platform. Hybrid Theory’s unique capabilities in data now have the addition of proprietary first party data at scale, which coupled with Azerion’s branding capabilities provide an unparalleled linkage with our performance heritage.” 

He added, “At the same time, Azerion’s culture is also a fantastic match of client-focused entrepreneurial thinking to deliver industry-leading results. We are thrilled to be joining the Azerion team.”

Azerion recently announced a tie-up with advertising platform Right Thing Media to allow advertisers to deliver campaigns with social impact messaging inside its portfolio of in-game advertising and high-impact inventory across APAC. 

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Technology Featured East Asia

PilotTV Media selects Hivestack as its SSP partner in Taiwan

Taipei, Taiwan – Digital signage operator and digital out-of-home (DOOH) media provider PilotTV Media has partnered with adtech Hivestack. Through this partnership, PilotTV will integrate their premium DOOH inventory into the Hivestack supply side platform (SSP). 

PilotTV Media’s digital place-based media inventory will be available programmatically to both local and global advertisers via Open Exchange deals and Private Marketplace (PMP) buys. Advertisers will initially have access to six large LED digital screens located in the popular Kaohsiung Metro Stations in Taiwan. 

In addition, brands, agencies and omnichannel DSPs both within Taiwan and globally will be able to purchase and run data-driven and highly impactful programmatic DOOH campaigns in the country.

Troy Yang, managing director for North Asia at Hivestack, said, “We are excited to build on the momentum we have already created in North Asia and continue our expansion in Taiwan through this new partnership with PilotTV Media. Our partnership with PilotTV is instrumental in our vision of building up the largest local DOOH marketplace in Taiwan, just like all the other markets we operate in, so buyers can precisely target their audience throughout their path to purchase journey.”

Meanwhile, YF Juan, VP for international operations and infrastructure services at PilotTV, commented, “Hivestack is the natural partner for us in Taiwan given their position as a world leading programmatic DOOH adtech company. Leveraging our existing technical infrastructure, we are excited to partner with a pioneer for programmatic trading to drive growth through DOOH advertising campaigns across our increasingly large network of inventory in Taiwan.”

Recently, Hivestack has announced a partnership with KanBan Culture, a privately owned programmatic DOOH media owner in Taiwan.

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Technology Featured East Asia

MTR launches programmatic trading offering

Hong Kong – Local rail operator MTR has announced the launch of its programmatic trading offering, across its network composed of 418 digital panels in 51 MTR stations in Hong Kong.

This new automated programmatic planning and trading offering will accelerate the growth of Out-of-Home (OOH) advertising, connecting advertisers and MTR advertising in a premium marketplace, combining audience targeting and impression data to create an intelligent, automatic and advanced DOOH trading solution to meet Hong Kong marketers’ needs.

MTR advertising is utilising this new technological media trading solution to meet the new expectations of its clients and to increase the competitiveness of MTR DOOH in the market. The new pDOOH offering gives advertisers considerable flexibility to optimise playout for maximum efficiency and to accommodate a flexible range of campaign budgets, ad duration and shares of time. 

Advertisers can choose among different trading models through a private marketplace (PMP) and can trade by either guaranteed price & impression (GPI), guaranteed price (GP) or non-guaranteed (NG) floor price via their demand-side platform (DSP), based on CPM (cost per thousand impressions).

Teresa Fung, chief media and business development manager for Hong Kong Transport Services at MTR Corporation, said, “We are excited to be the first metro in Asia to offer Programmatic Digital Out-of-Home as it is further enhancing our digital transformation journey. We believe that programmatic DOOH is the latest market-driven solution to cater to marketer’s needs to target specific audience(s) efficiently.” 

She added, “Together with smart technology, MTR advertising provides a flexible and effective platform for advertisers to showcase their digital creativity and facilitates dynamic and engaging advertising campaigns. This not only brings greater commercial value to advertisers, but also optimises the passengers’ journeys with more new experiences and meaningful engagements.”

MTR advertising strategically partners with VIOOH, a leading supply-side platform (SSP), who trades with over 35 DSP partners globally, including Hivestack, The Trade Desk and Yahoo, among others. This latest pDOOH offering will optimise MTR advertising campaign performance and can enable seamless online planning to offline outdoor advertising (O2O) through greater flexibility and agility.

Meanwhile, Shirley Chan, managing director at JCDecaux Transport, commented, “With the rapid development and growing demand for DOOH, programmatic trading has become an irresistible trend. We are excited that MTR advertising is achieving another important milestone by connecting to the programmatic digital ecosystem. MTR advertising programmatic trading can deliver brands greater efficiency, transparency, brand-safety, and measurable advertising, while also linking brands to the right target audience at the right time and right moment, in the right location, and with the right message to optimise deliveries of clients’ campaigns across the MTR network successfully. Our passion and aim are to enhance the position of MTR advertising as the pioneer in OOH digital transformation and we are confident that advertisers and agencies will seize this irresistible new opportunity.” 

Lastly, Jean-Christophe Conti, chief executive officer at VIOOH, added, “We’re thrilled to participate in this programmatic offering across the MTR network in Hong Kong. It’s an exciting time for the digital out of home industry as programmatic adoption takes off globally, especially in Hong Kong where 94% of media agencies and leading brand executives stated they plan to integrate programmatic DOOH within the next 18 months. This reiterates to us that the future of pDOOH in this region is looking strong and it’s a big opportunity for the DOOH industry.”

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Technology Featured South Asia

Programmatic DOOH player Lemma launches independent SSP for DOOH

Mumbai, India – Programmatic digital out-of-home (DOOH) player Lemma has announced its independent supply side platform (SSP) for its DOOH offering. In addition, it also aims to address the imperative need of transparency for measuring return of investment (ROI) on DOOH spent by advertisers. 

The SSP is built with the intent of delivering objective, exact and timely reports to advertisers, much in line with Lemma’s values of trust and transparency. Lemma SSP will ensure clarity at all levels, right from providing brands with quality and brand safe inventory to visibility in real media costing.

In addition, Lemma SSP will also provide 3rd party validation through standard DSP integration with the likes of MediaMath, Google DV 360 and Yahoo!. This validation ensures that advertisers avoid wasteful spends resulting from fraudulent audience counts and inactive screen status.

Commenting on the launch, Gulab Patil, founder and CEO at Lemma, said, “As programmatic DOOH scales across various markets it becomes essential for stakeholders to provide transparent solutions to advertisers to win their trust and encourage them to spend more on the medium. However, this must be practised without any compromises from either side.”

He added, “Keeping this in mind we’ve developed Lemma SSP, an unbiased independent platform that brings in trust, transparency, accurate validation & efficient price discovery and enables all stakeholders to equally benefit from a part of the programmatic ecosystem.” 

As demand for audience buying surges in DOOH, the new SSP will also serve as a complete audience buying solution for marketers by avoiding wasteful exposure through an exposure gauge that alters in real time in sync with audience availability in select locations and screens. This will ensure that no ad is shown when the audience footfall is below accepted levels. 

Location parameters are also set for each DOOH screen as per its size and location. Audience data is then obtained from various data partners pertaining to each site location, which is then matched with the campaign parameters to trigger the displays.

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Technology Featured Global

Tremor International, Comscore team up to deliver programmatic CTV audience engagement

New York, USA – Media measurement and analytics company Comscore and adtech Tremor International have announced a partnership to deliver expanded programmatic CTV audience engagement, which will enable advertisers to reach relevant audiences and publishers to maximise yield on their digital advertising inventory.

Through the partnership, Comscore’s next generation cookie-free ‘Predictive Audiences’ are now available for activation across Tremor International’s end-to-end platform, which encompasses the Tremor Video DSP and the Unruly SSP.

Both clients of Comscore and Tremor International will be able to leverage cookie-free pre-bid audience targeting across desktop, mobile and CTV. Advertisers within the platform will be able to reach granular behavioural audiences based on video-level contextual signals, particularly within CTV environments. 

“As the leading solution in-market for creating a crosswalk between deterministic audience behaviours and privacy-forward contextual signals, Comscore’s Predictive Audiences drive next-level campaign performance for advertisers on Tremor International’s platform,” Tremor International said in a press statement.

Lee Blickstein, vice president for activation solutions at Comscore, said, “We are excited to partner with Tremor International to advance the CTV industry with more effective programmatic advertising. Traditionally, advertisers had to choose between high performing audience targeting tactics and future-proof solutions. Now with Tremor International, we are breaking down this barrier and taking a big step forward in what advertisers can expect from their CTV campaign performance.”

Meanwhile, Jessica La Rosa, VP of partnerships and data operations at Tremor International, commented, “As marketers introduce CTV into their mix, Tremor International is thinking about how we can introduce strong solutions at the outset, so our buyers can build and learn from compelling, relevant ad campaigns for the long-term.”

She added, “We are excited to partner with Comscore on this offering, as it provides a contextual-based solution to the standard third-party audience targeting, which is today powered by cookie IDs and MAIDs. Advertisers get the advantages of the same type of precise and granular audience reach, in a solution that works globally, and in a privacy-compliant manner, across all platforms, especially CTV.”

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Main Feature Marketing Partners APAC

MARKETECH APAC to explore how loyalty marketing can be key to a cookie-less world in upcoming webinar

Singapore – Ever since tech juggernauts such as Google and Apple have announced that they are putting down an iron fist on privacy, the world of digital advertising has been shaken with brands and marketers suddenly thrust to the challenge of uncompromised campaigns even with the absence of what have been their cornerstone – third-party cookies. 

Due to this looming challenge, conversations around viable solutions spurred, but the industry, looking ahead to being crippled by an end of an era, would need more definitive answers to break down the perplexity of a cookie-less world.

This is why MARKETECH APAC, the digital media for the marketing and advertising industry in APAC, in partnership with Oracle, is taking the wheel to steer the discussion into what presents to be a top effective strategy for this dilemma – loyalty marketing. Happening on April 28, 2022, the webinar ‘The Future of Marketing: Loyalty-led strategies in a cookie-less world’, aims to unravel the practicability and sensibility of loyalty-focused solutions on keeping the quality of brands’ marketing intact amid a more privacy-driven digital landscape. 

We have gathered marketing leaders in the region from the industries of media, imaging, and technology, to help shine light on how loyalty, put at the heart of our marketing arsenal, can help us thrive in this entirely new environment. 

Joining the industry discussion are Norsiah Juriani Johari, the vice president of product marketing at Astro Malaysia; Anvey Factora, the head of marketing communications, e-commerce and retail of Canon Philippines; and Lisa Collins, the director of customer experience strategy at Oracle

Each of them will be sharing their expert views on why loyalty is never dead, and why it matters in a cookie-less world as well as the personalisation strategies that work best to boost brand loyalty in Southeast Asia markets. Furthermore, they will also be discussing the role of data in creating future-ready loyalty marketing. 

Shaina Teope, the regional editor of MARKETECH APAC, commented, “I believe that as we put an end to what has been a fixture in our marketing gameplans, we are called to be overprepared and be more than ready for such tricky independence. This is the worthy price to pay for a much safer digital landscape, and we’re here to show you how loyalty marketing can warrant an answer.” 

The webinar, ‘The Future of Marketing: Loyalty-led strategies in a cookie-less world’, will be held on April 28, 2022, 2:30 pm SGT. Secure your spot at the webinar HERE.

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Technology Featured Global

Kira LeBlanc appointed as new global CMO at Hivestack

Toronto, Canada – Global independent programmatic digital out of home (DOOH) ad tech company Hivestack has announced the appointment of Kira LeBlanc as its newest global chief marketing officer, effective 1 April this year and will be responsible for leading the team responsible for the company’s global marketing across all of its over 25 markets.

LeBlanc will report directly to Andreas Soupliotis, co-founder and CEO of Hivestack, working closely with the C-suite team at Hivestack. She will lead and scale the global marketing team that includes digital marketing, product marketing, content, communications, localization, creative as well as the regional marketing leads across EMEA, the Americas and APAC.

She first joined Hivestack in early 2021 when the company announced its global expansion and has since expanded her role to VP of global marketing. Prior to Hivestack, LeBlanc held positions at globally scaled organisations such as AOL, Oath, Verizon Media (now Yahoo) and several other digital media companies, along with her former work as a consultant supporting small and medium businesses and start-ups working on digital transformation.

According to Hivestack, continued development of the global Hivestack brand and operations will be a crucial part of the role but it will also be expected that the CMO brings a wealth of experience working with international markets which require a focus on building localised, relevant and authentic narratives.

Speaking about her appointment, she said, “It’s an honour to become a member of such a high performance C-Suite team. Leading Hivetsack’s marketing and brand strategy during such a transformative time for our industry is an incredible opportunity. As Global CMO I look forward to delivering across several key priorities, including driving meaningful connections with DOOH publishers to ensure they benefit from programmatic monetization via our SSP/Exchange and ensuring they understand how they can maximise yield across programmatic and direct sales channels via the Hivestack Ad Server and our recently announced Yield Optimization solution.”

She added, “On the other side, I will seek to evangelise to global agency and brand partners that they can plan, activate and measure DOOH globally with great precision via our state-of-the art, audience-driven DSP, or by working with our brilliant omni-channel DSP partners. Put succinctly, I am thrilled to help shape the future of programmatic DOOH as Hivestack’s global CMO.”

Meanwhile, Soupliotis shared, “I am so very thrilled to offer the well-deserved appointment of Global Chief Marketing Officer to Kira. Kira has demonstrated a unique ability to dig deep into the business while maintaining a prudent peripheral view of the industry. Since joining Hivestack last year, she has played an integral role in supporting the growth of our global operations and business development, building out our multi-language digital and social media ecosystem, growing our team and the necessary infrastructure for our marketing operations across countless new markets.” 

He added, “Her commitment to authenticity and detail is unparalleled which has allowed for her to execute both a global and local strategy without losing the important nuances of each. I am thrilled to have her join the C-Suite at Hivestack alongside our talented global leadership team.”

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Technology Featured APAC

HUAWEI Ads to allow brands to generate 400 variations with only three ad originals 

Singapore – Huawei Mobile Services (HMS) has recently unveiled enhancements to HUAWEI Ads, its programmatic digital advertising platform, in the Mobile World Congress (MWC) 2022, which ran from 28 February to 3 March in Barcelona, Spain. 

HUAWEI Ads is a programmatic advertising marketplace designed specifically to enable advertisers and brands to reach and directly engage with Huawei smart device and app users. One of the new features showcased is its enhanced Universal App Campaigns (UAC) mode, where advertisers now only need to upload three ad creatives to enable the system to automatically generate more than 400 variations based on the original versions. The UAC mode also enables intelligent image creation and personalised colour matching to feed ads based on the user’s preference.

In addition, HUAWEI Ads has introduced ‘preset templates’ in the platform for advertisers to create customised ad landing pages with features such as lead generation form at ease.

HUAWEI Ads has now expanded its operation to over 170 countries and regions worldwide. In addition to the full suite of Huawei’s native app resources such as AppGallery, Petal Search, and HUAWEI Video, there are over 36,000 third-party publishers and SSP platforms aggregated into the HUAWEI Ads network. Additionally, HUAWEI Ads provides tools such as Smart Bidding and Smart Banners with the aim to give advertisers more control over the ad settings.

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Marketing Technology ANZ

JCDecaux New Zealand launches roadside programmatic DOOH offering

New Zealand – Out-of-home media company JCDecaux New Zealand today announced the launch of programmatic trading across its roadside digital large format network, nationally across New Zealand. The new offering is in partnership with VIOOH, the premium global digital out-of-home (DOOH) marketplace.

JCDecaux PROGRAMMATIC is DSP agnostic and, through VIOOH, is currently integrated with Vistar, Yahoo and Hivestack. The entire suite of JCDecaux’s digital large format portfolio – over 40 sites nationally – will be available to trade programmatically. 

Furthermore, to ensure that every potential advertiser can access JCDecaux’s full suite of inventory, JCDecaux is guaranteeing supply for programmatic advertisers by setting aside five per cent of the share of time on every digital screen to programmatic campaigns published via the VIOOH platform. The company said that this allocated share of time is expected to increase as demand for the offering grows.

Kurt Malcolm, trading and innovations director at JCDecaux, shared that they’ve had considerable interest in the roadside portfolio being made available to trade programmatically and are seeing huge potential in this product. 

“Our programmatic offering will deliver increased campaign flexibility and measurability, and make JCDecaux’s Digital Large Format network accessible to more advertisers than ever before,” said Malcom. 

JCDecaux’s roadside programmatic offering follows the launch of JCDecaux PROGRAMMATIC in airports in New Zealand in November 2021. In the same period, the company has also won the tender to be the exclusive OOH advertising partner for the Adelaide Railway Station in Australia.