Malaysia’s five major media companies have teamed up to form the Malaysia Premium Publishers Marketplace (MPPM) today, in an effort to create an advertising exchange.
This advertising exchange is set to enhance brand safety, establish regulations to protect the interest of the advertisers, provide better transparency and improve viewability.
The five publishers signed a memorandum of understanding (MoU) today. The consortium is also meant to combat risk of damaging brands reputation in programmatic online advertising in Malaysia.
The MPPM gathers eleven online premium publishers; New Straits Times, The Star Online, The Edge, Berita Harian, Utusan Malaysia, Harian Metro, Kosmo, Sin Chew Daily, China Press, Nanyang Daily and Guang Ming Daily.
New Straits Times Press (Malaysia) Bhd chief executive officer and Malaysian Newspaper Publishers Association chairman Datuk Abdul Jalil Hamid said MPPM would provide a better solution to simplify and improve the ad buying process, while also addressing the need to provide transparency, viewability and brand safety.
“MPPM offers more premium ad inventories which will not be made available on the open exchange. With more talented media personnels working behind MPPM, we aim to provide more creative ad formats that can further reach a wider range of audience in the near future,” he said in his opening speech before the MoU signing held at Balai Berita here.
MPPM’s establishment will offer marketers high quality online advertising inventory from local premium publishers websites backed by rich audience data and high-impact online ad solutions.
“Advertisers will be able to choose their preferred platform to advertise their services or products and they can be guaranteed that the ad would not end up in any other unhealthy websites.
“There is no doubt that the global digital advertising market has been predominantly overshadowed by the giant digital conglomerates such as Facebook and Google but one thing for sure, the establishment of MPPM will ensure better viewabily, transparency and brand safety to the marketers as we have better control of our content,” said Jalil.
The publishers were selected based on their online reach as well as quality content in the first phase, however MPPM plans to get more local online publishers to join the project in the future.
In ensuring better transparency and ethical operating standard of MPPM, a third party company would manage the ad inventories in order to simplify and ensure the delivery of quality online ad inventory to advertisers.
MPPM is expected to kick start in February next year.
Also present during the MoU signing were Star Media Group Bhd group chief operating officer Datuk Calvin Kan, Media Chinese International Limited Multimedia Sdn Bhd chief executive officer Keu Tien Siong, China Press Bhd, assistant editor-in chief cum digital media chief Loh Yee Wei, Utusan Media Sales Sdn Bhd executive director Yazid Ahmad and The Edge Communications Sdn Bhd chief commercial officer Sharon Teh
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