MPPM, Malaysia’s first consortium formed by some of Malaysia’s major online publishers dedicated to address the industry’s trust, transparency and viewability challenges in digital advertising, held its inaugural learning series titled the MPPM Summit. The summit was also held in conjunction with the official launch of the ADvances self-serve platform.
Malaysian Premium Publishers Marketplace (MPPM) is the first and largest consortium of premium digital publishers in Malaysia, founded by trusted and major media companies, with Innity as an exclusive business and technology partner, offering Malaysia its first publisher-led programmatic advertising marketplace platform.
MPPM reaches out to 60% of Malaysia’s digital population, with 11.4 million unique visitors per month, making the co-op the 3rd largest media group in Malaysia. At present, MPPM has nine leading publishers in its co-op, Star Media Group, Sin Chew, Utusan Malaysia, Kosmo, China Press, Guang Ming Online, Nanyang, Sinar Harian, and The Edge.
Keu Tien Siong, MPPM’s newly appointed Chairman, and Heather Wee, MPPM’s former chairman, kick started the event with a joint keynote presentation that highlighted the vision, mission, and values of the consortium.
“There were a lot of challenges to bring everyone together to form this consortium, but here we are today. MPPM’s mission is to create a high-quality premium marketplace to offer a transparent, brand safe, and high-viewability advertising platform, and we are very excited to be on track to deliver this to all our advertisers.”
The MPPM ADvances self-serve platform, the core technology of the marketplace, was also introduced at the summit.
“MPPM ADvances Self-serve Platform is a transparent platform that will feature new ad units, better measurement, and improved performance at scale. I believe advertisers who are seeking premium viewable content that is consumed by real people will be very excited over this offering by the consortium,” said Phang Chee Leong, ceo and co-founder of Innity.
“Advertisers will have exclusive access to advertising features that utilizes exclusive real-time mobile inventory for high impact mobile experience and high viewability plus innovative creative formats for higher interaction and engagement rates,” added Phang.
In short, MPPM ADvances Self-serve platform will offer the following features:
To provide premium programmatic through programmatic direct and guaranteed, as well as Unique Programmatic Deal Packages across verticals and audience segments. Advertisers will also be able to access premium publisher inventory directly via Header Bidding.
High Quality Engagement & Viewability
MPPM is Malaysia’s trusted marketplace for quality readers and audience engagement. The consortium has a viewability rate range of 55-70%, well above the average global viewability rate of 47%.
Innovative and exclusive high-impact ad formats that are compliant to Coalition for Better Ads (CBA) standards that aim to deliver the highest quality, respectful and engaging ad experiences.
Premium Publishers with Quality Data
MPPM provides a unified data management platform across its premium publishers for targeted reach and campaign performance.
Transparent Cost & Inventory
Advertisers will be able to see exactly what inventory, data and ad units are available with full control on spending their ad dollars.
Unique Content, Trusted Context
MPPM publishers provide the highest standard of local journalism. MPPM content is trusted and valued, thereby creating a superlative brand safe advertising environment.
MPPM is also supported by the government-owned Malaysia Productivity Corp (MPC).
The event closed with a panel discussion where Keu also extended an invitation to local news publishers to join the consortium. “We are constantly looking out for quality publishers to join us. Regardless of size, audience, and language, we’d love for more local news publishers to join the consortium and be part of a trusted media group in the country,” said Keu.
The summit also saw Gregory Pichot, director of account management, Appnexus, delivering a presentation on programmatic.
For more info on MPPM, visit mppm.my