Singapore – Streaming giants Netflix and Disney+ are going head-to-head with their ad-supported subscriptions this year by announcing its latest adtech tie-ups. Disney+ has tied up with The Trade Desk while Netflix has tied up with Microsoft.
Both streaming platforms previously operate on an ad-free subscription basis, but have shifted to these ad-supported ones following competition and expansion to other regions, including Asia-Pacific. Disney+ had announced its intention to do so by late this year, and Netflix as well after reporting substantial loss in subscriptions in 2021.
In the tie-up between Disney Advertising and The Trade Desk, advertisers can access Disney’s portfolio of premium supply, rooted in secure data collaboration and powered by automation through Disney’s Clean Room technology.
In addition, said agreement will enable a first-of-its kind integration between Disney’s proprietary ‘Audience Graph’ and the open-source identity framework, Unified ID 2.0, within a secure environment. As a result, buyers will be able to discover more addressable, biddable inventory across the Disney portfolio, all validated by Disney’s proprietary Audience Graph.
Rita Ferro, president for advertising sales at Disney Media & Entertainment Distribution, said, “Disney Advertising had a bold vision backed by proven results from the start, and we’re thrilled to continue to deliver on our commitment to power greater automation and addressability for our customers through this expanded deal with The Trade Desk.”
She added, “We have spent years investing in our data and technology strategy to create innovative solutions for advertisers to engage their audiences with greater precision and accuracy in a privacy-focused way. This first-to-market capability sets the stage to empower access to the Disney portfolio, validated by powerful audience insights, in a way that’s automated and accessible.”
Meanwhile, Tim Sims, chief revenue officer at The Trade Desk, commented, “With this agreement, Disney and The Trade Desk are pioneering a new approach to audience addressability in a post-cookie environment. By creating interoperability between Unified ID 2.0 and Disney’s Audience Graph, we are unlocking the opportunity for our customers to activate their first-party data at scale programmatically, against some of the world’s most premium content, across all channels. As a result, advertisers will be able to deliver relevant advertising, while ensuring consumers have more control of their own privacy.”
On the other hand, the partnership between Netflix and Microsoft is that it allows marketers to look to Microsoft for their advertising needs and will have access to the Netflix audience and premium connected TV inventory. All ads served on Netflix will be exclusively available through the Microsoft platform.
Greg Peters, COO at Netflix, said, “Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering. More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.”
He added, “It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life.”
Singapore – Global adtech company The Trade Desk has announced the appointment of Gregory Fournier asgeneral manager for client development. The appointment will see Fournier build meaningful relationships with key advertisers and agencies to help them understand, navigate and leverage the power of the open internet to solve their unique advertising challenges.
In addition, through collaborating with global and regional product and engineering teams, he will propose customised solutions to meet the specific needs of the clients across Asia Pacific.
Prior to joining The Trade Desk as GM of client development, Fournier served as Global SVP of strategy for Unruly, a CTV and video advertising platform. In his previous role at Unruly, Fournier worked closely with blue-chip global brands and major global agency holding groups to devise and execute effective strategies that delivered tangible business results through strong digital storytelling, client-focused leadership, research, analysis, and marketing communications.
In an exclusive interview with MARKETECH APAC, Fournier shared that while working in Unruly, he learned a lot about how to engage with brand owners and educate them about the importance of testing ads to predict their emotional and cultural resonance with the audience.
Fournier continued, “When it comes to choosing what platforms, what formats and what data you can use to advertise your brands, it is essential to educate the clients on all aspect of their choices. This includes looking beyond the walled gardens to seize the full potential of the Open Internet which allows brands to reach more customers, in more places with more transparency and choice at every stage.”
Meanwhile, we also asked his insights about how consumers’ media consumption has changed over time and what platforms must brands focus on to effectively resonate with consumers.
He explained, “The average consumer in APAC spends almost 8 hours online each day and less than 30 per cent of that is spent on search and social media, which we refer to as ‘walled gardens’.”
“Today’s consumers are increasingly spending more of their time on the open internet – listening to music and podcasts, browsing their favourite content and news online and streaming TV shows, movies, and live sports on OTT platforms. The thriving open internet offers fast-growing ad opportunities on platforms like CTV and OTT and this is why brands should focus on unleashing the full advertising potential of the open internet,” Fournier added.
On his appointment, Fournier shared, “The Trade Desk is focused on preserving a free and open internet. I believe this is what the industry needs right now. An open, competitive internet is the best way to drive growth, creativity, amazing content. I am super excited to be part of this team to shape the future of advertising on the open internet.”
Simon Morgan, VP, client development, APAC at The Trade Desk, commented, “We are thrilled to welcome Gregory to The Trade Desk. To have someone of Gregory’s pedigree and calibre is testament to our ongoing investment in the Client Development team in Asia Pacific. Gregory’s invaluable experience will help us to further unlock the full potential of the open internet for brands across Asia Pacific.”
Bengaluru, India – Adtech The Trade Desk has announced the launch of its first market engineering hub in India, located at the city of Bengaluru. This is the company’s fifth in the Asia-Pacific region after Australia, China, Hong Kong and Singapore. The new facility will tap into the vast product and engineering talent pool in India as the company advances innovation for programmatic advertising.
In recent months, the company announced strategic partnerships with leading players like Samsung Ads and Lifesight to offer the full suite of digital advertising capabilities on the open internet.
Tejinder Gill, general manager at The Trade Desk in India, said, “The rise of digital media will spur Indian marketers to adopt data-driven, digital advertising solutions. Over time, more and more digital advertising will be transacted programmatically. There is immense growth opportunity for us here in India. In fact, we have been encouraged by the momentum of our commercial office and are doubling down on hiring engineers, as well as for business-related roles. Our new engineering hub will help us stay ahead of the innovation curve.”
Since the launch of its operations in India last year, The Trade Desk has been helping India’s digital marketers capture the fast-growing advertising opportunities on the open internet. The Trade Desk plans to hire more talent to meet the growing demand for programmatic advertising as brands continue to accelerate and shift spend towards digital advertising.
Meanwhile, Shantanu Goel, director of engineering at The Trade Desk in India, commented, “The Trade Desk’s community of engineers value collaboration, diversity and critical thinking. Engineers in our Bengaluru engineering hub will be part of the global engineering team who will work on large-scale projects spanning around the world, as well as petabyte-scale data challenges, machine learning, and advanced visualisations.”
Sydney, Australia – Out-of-home (OOH) media company JCDecaux has announced the launch of a new programmatic trading and a new audience measurement system at the Sydney Airport, where it gives advertisers the ability to enhance engagement with airport travellers by delivering more relevant and timely campaigns.
The introduction of programmatic trading and Airport Audience Measurement (AAM), JCDecaux’s proprietary airport audience measurement system, is considered a first in Australia.
The introduction of programmatic trading is through VIOOH, a global digital out of home marketplace. Combining VIOOH’s programmatic offering with an evolved measurement system at Sydney Airport, makes the capabilities of this channel more accountable, flexible, and precise for advertisers with near real-time intelligent trading driving campaign efficiency and effectiveness.
Max Eburne, chief commercial officer at JCDecaux, said, “There’s a sense of positivity in the air as Australia re-opens its borders and restrictions ease. We expect a step-change in the volume and diversity of travellers passing through Australia’s busiest airport. The addition of programmatic trading and improved audience measurement capabilities means advertisers can leverage almost real-time data insights to target and engage audiences more effectively than ever.”
Global digital security company ESET is the first brand to trade programmatically across JCDecaux AIRPORT through The Trade Desk.
Meanwhile, Brad Palmer, national programmatic director at JCDecaux, commented, “Programmatic out-of-home adoption in Australia has been strong and we expect demand to continue to build as more supply is made available. Airports are the last environment in the JCDecaux Australia portfolio to be offered programmatically with digital large format, street furniture and rail all available.”
Singapore – Global adtech company The Trade Desk has appointed former Google’s head of advertising agencies partnerships for APAC Rajesh Sheshadri as the new general manager for Southeast Asia, where he will be leading the company’s business and growth strategy in Southeast Asia, with a focus on building agency, client relations and industry partnerships.
He brings in more than 20 years of media and advertising technology experience in Asia-Pacific.
Aside from his role at Google, Sheshadri was the general manager for Hong Kong and APAC vice president of advertising sales for Fox Network Group.
“The industry is at an inflection point, where increasingly, marketers are seeking greater impact from their media strategies and looking to work with partners who are open and transparent. In addition, the growth of Free Ad Supported TV (FAST) has driven publishers to find the right value for their content,” Sheshadri said regarding his appointment.
He added, “This is a small indicator of the enormous value that The Trade Desk brings to the region. I am delighted to be a part of this organisation that is committed to building a better media ecosystem for everyone.”
Sheshadri will report to Mitch Waters, senior vice president for Southeast Asia, India, Australia and New Zealand at The Trade Desk.
“Rajesh’s deep industry experience in broadcast will be a valuable asset as we continue to connect brands to the immense opportunities offered by the fast-changing world of streaming TV. While consumers in Southeast Asia are exponentially increasing their digital time, only a relatively small portion of advertisers’ media budgets is spent on digital channels,” Waters stated.
He added, “We are here to help brands make the right investment decisions that align with consumers’ changing habits, and Rajesh will play a critical role in leading our business in this area.”
The Trade Desk has also recently expanded their operations in India, and has appointed Tejinder Gill as its general manager as he will be leading the company’s business and growth strategy in India.
This month’s top stories which were sourced from Google Analytics from the 16th of May to the 15th of June were a combination of local and global stories.
First off, Malaysia is taking the spotlight where two come from the market – a leading agency unveiling new leadership appointments, and also a platform’s rundown of top Hari Raya ads in the country.
Southeast Asia country Philippines also made it to the top with an esports company and a media giant partnering in the country to change the game in advertising in esports.
Two global ad tech companies have also joined forces to provide marketers a new way to measure their campaigns, while a global communications agency has also announced new managing directors.
Together with our exclusive interviews with the brand spokespeople, read on to find out which stories made noise this month.
Tier One Entertainment, the Philippines-born esports talent agency for Southeast Asia, has partnered with media and communications giant GroupM to achieve a common goal: to bring in more mainstream brands in the advertising landscape in esports.
Advertising in esports remains to be an exclusive arena for endemic brands, and Tier One, which has been in operations for four years now, has always eyed to be an agent in bridging the gap between gaming and mainstream.
In an exclusive conversation with Joanne Llavore, the CCO of Tier One, she shared that as the audience penetration in esports continues to grow, the company has always been cognizant that the time will come when the standardization of media advertising metrics will become a requisite among clients.
GroupM being the leader in the industry, it is but inherent to seek out and forge this partnership as we work together with them to bring esports and gaming in the forefront of media advertising.
Joanne Llavore, CCO, Tier One Entertainment
Llavore adds, “It’s a blue ocean of non-endemic brands out there. And we know the potential is really huge to be able to scale the business.”
Aside from its headquarters, Tier One currently has offices in Myanmar, Japan, and Vietnam and had just opened an office in Malaysia.
Media and communications network dentsu in Malaysia has announced new leaders within its Media division. Asha Nair will become the new managing director of media investment and platforms, Jing-Wen Foo has been appointed as the new e-commerce director, while Hemanth Jayaraman has been unveiled as the new partner and agency brand lead of DentsuX.
Dheeraj Raina, CEO of Media at dentsu malaysia, said that the new hires go under dentsu’s continuous transformation journey which started last year when it was announced that dentsu will now be organized into three main business lines including Media.
Raina, who himself, has also been recently appointed as the inaugural CEO of Media in January, said that it has been an “intense 6 months”, looking at simplifying internal structures and how they create solutions for clients. It has also been, Raina bared, quite a year of subsequent pitches.
The new lineup that you’re seeing of the leaders [is] primarily [for] creating capability centers of excellence within the organization so that as the agency partners with our clients, we are in the best position of solving their marketing challenges.
Raina said in a MARKETECH APAC interview
Raina also shared that the division will be more product-focused as an agency, such as into its e-commerce practice, where the vision is to provide clients beyond the performance marketing aspect of it but to be an end-to-end e-commerce service that touches on strategic consulting as well as on-site and off-site optimization, among others.
“Obviously, it’s been a very, very challenging one and a half year for everybody in terms of forecasting and looking at how the future will be, and therefore, [being] an agency partner for us [means] to be able to then deliver really integrated growth solutions for our clients [which] is going to be very, very critical; and for that, I think, we need to have a very strong product focus, and that’s where I think is we are going to be spending a lot of our time as an organization in the next coming few quarters,” said Raina.
Raina also remarks, “And obviously, e-commerce is one of the key products that is no more [treated as a] luxury [for brands].”
Singapore-headquartered global communications agency Redhill has unveiled two new managing directors, Marienelle Castelino and Tavy Cussinel.
Both Castelino and Cussinel have been homegrown executives of Redhill, being part of the company for a long time, even during the time it was operating out of its headquarters in Singapore, in an attic-like office with no windows, as CEO and founder Jacob Puthenparambil describes it.
Puthenparambil, in a MARKETECH APAC interview,sharedwhy it’s important to build and stick with its people for a long time.
It’s extremely vital for our growth that we have people who stay with us for a very long time because it’s a people-based industry, especially PR. A lot of the company culture is based on the long-term people that we have. You can’t write those things down or learn from a textbook.
Jacob Puthenparambil, CEO and Founder, Redhill
Through their new roles, Marienelle will deepen her focus on brand leadership and corporate mandates in markets across Asia Pacific, specifically Singapore, Indonesia, India, and Cambodia, while Tavy will focus on growing the agency’s education, healthcare, luxury, and lifestyle portfolios.
The communications firm started in 2014 as a boutique agency and in the interview, Puthenparambil shared how at the beginning, they had always been firm in their goal that they wanted to grow into being more than that.
“We knew from day one that we didn’t want to be a boutique agency. We’re going to fight the big boys,” he said.
He shared that along the way, they found that a boutique agency’s lifeline is mostly dependent and stuck to how long its founder is active or relevant to the market and that in the end, said agencies aren’t able to hold on to the talent or to the clients.
“So that’s what pushed us to establish this presence in all these countries, even if it’s one [to three] people; [we] just go plant the flag there and start doing work,” he said.
Redhill currently has a global presence in 17 markets.
Global marketing cloud InMobi has announced a new partnership with global technology company The Trade Desk to integrate InMobi’s mobile-first consumer intelligence platform – InMobi Pulse – into the latter’s demand-side platform (DSP).
As more and more brands seek to find additional and effective ways to measure their brand campaigns across all digital media, the two ad tech platforms come together to offer in-app brand lift surveys to be delivered programmatically, enabling brands to measure metrics such as brand awareness, favorability, intent to purchase and other metrics that determine campaign effectiveness.
Speaking to MARKETECH APAC, Vasuta Agarwal, managing director of InMobi for the Asia Pacific, said, “This partnership is a first of its kind between InMobi and The Trade Desk, and it provides brands and marketers the ability to deterministically measure the incremental brand impact of their campaigns across digital media by web, desktop, and in-app.”
It allows them to deliver in-app surveys, both to an exposed group and a controlled group of users which are users who have seen the ad and have not seen the ad, and then measure the difference in the brand lift metrics between these two groups.
Agarwal explaining how the integration works
She adds that the metric is deterministic because brands can use mobile ad identifiers to identify the end-user who’s seen the ad or not seen the ad.
Agarwal also shared another benefit, “And any advertiser using the [The Trade Desk’s DSP] while running their campaigns, can do a lot of [other] stuff like in-flight optimization, and change in brand messaging, [among others].”
Finally concluding the Hari Raya, or the celebration of the end of Ramadan in Malaysia, YouTube, through its ads leaderboard, has rounded up the top 10 ads on the platform that came in celebration of the festivity. This is MARKETECH APAC’s top story for June.
The list included a mix of international and local brands in Malaysia. Some of the local names on the list are Tenaga Nasional, Petronas, and RHB Group. Meanwhile, Asia retailer Watsons also made it as a top ad, with leading e-commerce platforms Lazada and Shopee also entering YouTube’s picks.
YouTube’s ads leaderboard is usually based on metrics such as organic and paid views, watch time, and audience retention, but we spoke with Lars Anthonisen, Google’s head of marketing for Malaysia, to give us an insider on what other factors said Malaysian brands were able to hit right to get into audiences’ radar.
Anthonisen said there are three key themes: brands that stood out stayed in tune with the values of Hari Raya, showed empathy, and took a stand on societal norms.
More Malaysians, unfortunately, are unable to celebrate with their loved ones. I think ads that stood out were from brands who leaned heavily to the core Hari Raya values [such as] family, compassion, and hope, providing Malaysians the Hari Raya spirit.
Anthonisen on brands showing the values of Hari Raya
With Empathy meanwhile, he said that brands are starting to recognize the importance of acknowledging the struggles people and communities are facing.
“Brands have realized the need to engage the audience on a deeper level by leveraging real stories and also [to] add [the] human element and build this deeper connection,” he said.
And finally, Anothisen’s insight on brands challenging societal norms: “It can be daunting, I know, for a lot of brands to take a difficult topic on and turn it into something of value, but I think brands who were there to do it really got the support and the engagement from audiences.”
And of course, he himself has a favorite from the list, and this is what he had to say, “The one that stood out for me was the one from Petronas. First of all, they used animation to tell the story a bit differently, but I think also the whole campaign centered around how many Malaysians missed home during Hari Raya, and I think that was a really lovely story.”
Watch our live interviews with the newsmaker themselves on the latest episode of MARKETECH APAC Reports, live on our YouTube channel.
This is in collaboration with Malaysia-based media company The Full Frontal.
New Delhi, India – The Trade Desk, a technology company focused on empowering advertising buyers, has announced that it will be expanding its market to India. With this, it has also named its general manager for the market band, Tejinder Gill.
He will lead the company’s business and growth strategy in India, helping Indian brands and publishers unleash the full potential of the open internet where Indian consumers are increasingly spending their time.
The Trade Desk aims to help India’s digital marketers capture these fast-growing opportunities. With The Trade Desk’s industry-leading data-driven capabilities, marketers can access a marketplace of premium advertising inventory across a wide range of websites, apps, podcasts and streaming OTT platforms.
As an omnichannel platform, The Trade Desk enables marketers to reach relevant audiences across different devices such as computers, mobile devices, tablets and connected TV, and engage with them meaningfully along their entire digital journey.
For Gill, digital is the fastest-growing advertising segment in India and, as a result, marketers in India are seeking more trust and transparency as they shift more campaign budgets there.
“While Indian consumers are spending 70% of their time on the open internet, almost 80% of India’s digital ad revenue still goes to the big tech platforms, which sit outside the open internet. The Trade Desk is here to bring the much needed data-driven decisioning and transparency to India’s digital advertising ecosystem, offering marketers a credible choice where they can tap into the immense opportunities of the open internet,” he stated.
Rapid digitization of the media industry has provided a paradigm shift in the way Indians consume content online. In particular, content consumption on the open internet has exploded in the last 18 months. According to a study by Global Web Index, Indians, on average, are spending as many as eight hours a day online – 70% of which is spent on the open internet, which includes online content, over-the-top (OTT) and music streaming.
Furthermore, the open internet grew at a much faster pace than other online channels, even social media. Online content and OTT streaming grew 28% and 16% respectively, while social media grew by a mere 1%.
On a separate note, The Trade Desk has recently teamed up with marketing cloud InMobi to cater to this growing need among marketers by making their respective platforms available to clients accordingly.
Sydney, Australia – As more and more brands seek to measure their brand campaigns across all digital media, marketing cloud InMobi has announced a new partnership with technology company The Trade Desk to cater to this growing need among marketers by making their respective platforms available to clients accordingly.
Through the partnership, InMobi’s mobile-first consumer intelligence platform – InMobi Pulse, will be made available on The Trade Desk’s demand side platform (DSP). Such use of these in-app brand lift surveys that are delivered programmatically can aid brands to measure metrics such as brand awareness, favorability, intent to purchase and other metrics that determine campaign effectiveness.
Vivek Misra, senior director for data partnerships at The Trade Desk said that they are thrilled to partner with InMobi, and aim to make it easy for marketers to access reliable and affordable brand lift studies from within their platform.
“Marketers are under more pressure than ever to demonstrate the impact of their advertising dollars. The Trade Desk is committed to giving advertisers more options to measure the value of their ad spend and prove their marketing investments are driving business results,” Misra said.
Meanwhile, Vasuta Agarwal, managing director for Asia Pacific at InMobi, commented, “This proposition by InMobi Pulse gives digital marketers an efficient, accurate and unbiased means to establish the efficacy of their campaigns. Marketers can accurately deliver in-app surveys to an exposed group which has seen the ads and to a control group which has not seen the ad. Through the difference in brand metrics between the two groups, the true impact of a campaign can be measured.”
InMobi also noted that the brand lift study can be deployed for a single creative or the entire campaign, based on the metrics the brand intends to measure. Advertisers can measure ad recall, awareness, consideration, favourability and purchase intent using the InMobi Pulse BLS on The Trade Desk’s platform.
InMobi’s latest partnership comes in line with the company’s recent goals to take their marketing cloud service globally, which led to the appointment of Krista Thomas as the company’s senior vice president and head of marketing for its marketing cloud division.
At the APAC level, InMobi has also shown its growth in the region, including senior appointments for its ANZ division, and with other corporate partnerships such as with Prebid.org and Gojek.
Manila, Philippines – The current state brought by the global pandemic has seen a rise in consumption of over the top (OTT) media, particularly in the Philippines, a new report by technology company The Trade Desk stated.
According to the report, 36 million consumers streamed about two billion hours of OTT content per month – making OTT one of the fastest growing media channels in the country. OTT services enable viewers to stream professionally-produced video content over the internet on-demand, from any device including smart TVs, personal computers, or mobile devices.
More than half, or 55 percent, of all Filipino OTT users report streaming more OTT content during the pandemic than before. These habits are likely to persist even in a post-COVID world as 65 percent say they plan to maintain or increase OTT consumption after the pandemic ends.
Mitch Waters, SVP of Southeast Asia, Australia, and New Zealand for The Trade Desk, supports the idea that the pandemic has accelerated consumer trends in making OTT the next big thing in the market of TV media consumption.
“The shift to OTT streaming in the region, and specifically the Philippines where more than half of viewers are turning to OTT than ever before at higher viewing rates than other countries in the region, demonstrates the undeniable inflection point for TV consumption that will most certainly never turn back to the way it used to be,” Waters stated.
In terms of tuning in, 1 in 2 users prefer to tune in between the hours of 8 PM-12 AM, bringing streaming into direct competition with traditional TV for valuable primetime audiences. Filipino viewers are also looking to OTT for their favorite content, with 62 percent tuning in to OTT to watch their favorite programming versus just 54 percent on traditional broadcast.
Furthermore, more than 20 million Filipinos tune in to at least one ad-supported OTT platform, with 55 percent of all OTT viewers between 16-34 years of age, providing a new channel for brands to build relationships with this high-coveted demographic.
“As more young, engaged, and active Filipinos shift to OTT and are willing to view more ads, advertisers have an enormous opportunity in front of them. This provides an opening for advertisers to employ a data-driven approach with an improved advertising experience in a way that’s not possible with traditional TV,” said Waters.
Hong Kong – Out-of-home media company Asiaray has partnered up with adtech The Trade Desk and advertising platform Magnite in offering a programmatic digital out-of-home (DOOH) transactional platform to ease up DOOH media trade across online and offline platforms, benefiting marketers in the process.
The newest partnership is in line with Asiaray’s ongoing Offline and Online New Media Strategy, which seeks creating connection between offline DOOH media and programmatic advertising.
With Magnite’s omnichannel sell-side advertising platform, Asiaray will be able to advertise DOOH billboards in Hong Kong via The Trade Desk, which then provides marketers additional media buying options as well as creating a new channel for Asiaray to reach out to potential online marketers worldwide.
“Given the proliferate growth of DOOH, we are delighted to have secured new programmatic cooperation with two of the world’s major adtech players – Magnite and The Trade Desk. This campaign makes a key milestone for Asiaray’s Offline and Online New Media Strategy, which created a strong connection between offline DOOH media and online advertisement buying,” said Vincent Lam, founder, chairman and executive director of Asiaray.
He also added, “What is more, the cooperation will provide us a chance to reach out to a different group of usual online advertisers, thus to expand our clientele and eventually expand the Group’s penetration in the market. Looking ahead, Asiaray will continue to work closely with our partners to develop even more effective media solutions for advertisers to generate greater value for the campaign.”
The new partnership also entails facilitating advertisers with technology supporting audience segmentation and verification measurement to adopt a flexible way for buying and to help brands to deliver a more targeted, unified and holistic experience to consumers.
“This campaign shows the immense possibilities for buyers when combining a high impact format like DOOH with the automated buying of Programmatic Guaranteed, which still allows flexible targeting but guarantees access to premium inventory. We are proud to have worked with our partners to facilitate this important milestone, and look forward to running more campaigns in the near future,” said Yogesh Sehgal, country manager for Magnite Asia.
On the other hand, Doug Choy, senior director for inventory partnerships at The Trade Desk, said, “In this world of new technologies, programmatic buying in advertising is certainly a growing trend, and The Trade Desk is delighted to partner with Asiaray and Magnite to introduce our first offline media resources. Marketers now have the opportunity to access inventory for DOOH billboards in Hong Kong through our platform, thereby helping them achieve their greater business objectives. In all, we are very excited in our continued partnership with Asiaray as we help advertisers shift to programmatic buying.”
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