5 MEDIA GIANTS TEAM UP TO CREATE ADVERTISING EXCHANGE
Malaysia Premium Publishers Marketplace to boost brand safety, protect advertisers, provide greater transparency and improve viewability
FIVE major media companies signed a memorandum of understanding (MoU) yesterday to form an advertising exchange called the Malaysia Premium Publishers Marketplace (MPPM).
The consortium is set to boost brand safety, establish regulations to protect the interests of advertisers, provide greater transparency and improve viewability.
It will also combat the risk of damage to brand reputation in programmatic online advertising. MPPM brings together 11 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 (M) 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 for 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 personnel working behind MPPM, we aim to provide more creative ad formats that can reach a wider range of audience in the near future,” he said at the MoU signing ceremony 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 will not end up in any other unhealthy websites,” he said.
“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 is that the establishment of MPPM will ensure better viewability, 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. MPPM plans to get more local online publishers to join the project.
To ensure greater transparency and ethical operating standards, a third-party company will manage the ad inventories to simplify and ensure the delivery of quality online ad inventory to advertisers.
MPPM is expected to start operating in February.
Present 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.