IPG Mediabrands and HIVE target Malay consumers programmatically

IPG Mediabrands and community marketing agency HIVE have launched a social programmatic marketplace, allowing brands to target Malay affinity clusters on social platforms through programmatic. Known as "Malay Local", the marketplace will enable marketers to "consistently and accurately" target Malay affinity audiences.In a statement to A+M, IPG's spokesperson said the partnership, which only covers Malaysia, is exclusive until the end of 2017, but will carry on longer on a product level.According to the press statement, the exclusive partnership seeks to reinforce IPG Mediabrands' commitment towards producing more effective and outcome-based digital solutions. "Malay Local" is designed to ensure that media and content can be customised at an affinity level.Established in 2012, HIVE manages and owns platforms of Malay interest groups including "Raja Lepak", "The Bikers Ranger" and "Sinaran Wanita". The groups have almost a million followers and a reach of 62 million every month.Abhishek Bhattacharjee (pictured left), chief digital officer at IPG Mediabrands Malaysia, said the marketplace aims to bridge the gap between marketers and the Malay affinity clusters."Our partnership with HIVE has been about using technology creatively to drive impact and business outcomes for advertisers. With a social audience marketplace, advertisers no longer need to depend on probabilistic targeting, but can now reach out to desired audiences more effectively," he said."This partnership between HIVE and Mediabrands is an important milestone for us. It’s a brand new space, and opens up new frontiers for the inventory that we own. With the technology Mediabrands brings to HIVE, we are certain we can now become more effective for advertisers, and provide marketers an opportunity for their brands to reach people in the most relevant way possible," Adrian Sng (pictured right), CEO of HIVE said.