Malaysiakini has joined Malaysian Premium Publishers Marketplace (MPPM) and the move is set to increase MPPM's scale while opening new targeting opportunities for advertisers in Asia.
A memorandum of understanding (MOU) to form MPPM was signed last year, to enhance brand safety, establish regulations to protect the interests of the advertisers, provide better transparency and improve viewability.
Since then, MPPM partnered exclusively with Dentsu Aegis Network for three months to offer advertisers access to a safer and transparent online ad buying ecosystem through the network’s agencies. It also tied up with Innity Malaysia to provide advertisers with more control to layer on their own data, audience insights and program advertising via the ADvances self-serve platform.
Among the list of publishers currently under MPPM include Star Media Group, The Edge Markets and Sin Chew. Media Prima Group, one of the initial publishers which came on board, pulled out of MPPM in March this year.
“I’m delighted to be working with MPPM and the partners within it. Our digital business has really developed rapidly over the last few years, and we look forward to moving to greater heights with MPPM," CEO of Malaysiakini, Premesh Chandran, said.
Meanwhile, chairman of MPPM, Keu Tien Siong, said the consortium is growing "from strength to strength" as it is seeing increasing demand from advertisers looking for premium guaranteed content. "Since the launch, we’ve increased our inventory, developed high-impact ad formats and executed numerous campaigns for advertisers wanting to reach quality influential audiences in a brand-safe environment," he added.
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