IPG Mediabrands and HIVE launch social programmatic marketplace to target Malay audience

IPG Mediabrands and Hive launch Malay Local

IPG Mediabrands and HIVE have launched a social programmatic marketplace, Malay Local, which allows brands to target Malay affinity audiences on social platforms.

HIVE owns major Malay affinity social communities such as Raja Lepak, The Bikers Ranger, Sinaran Wanita, MNation & Raja Cuti. The company’s platforms has over a million followers and over 62 million in reach a month.

This follows IPG Mediabrands’ SpringCreek retaining the Digi account and the launch of Society Singapore.

This marketplace aims to address demand from advertisers to accurately reach out to Malay affinity audiences, which have been previously targeted through a probabilistic approach.

“Malay affinity clusters have been a recurrent and previously unfulfilled ask in this market, and Malay Local aims to bridge that gap in the digital and social space. With a social audience marketplace, advertisers no longer need to depend on probabilistic targeting, but can now reach out to desired audiences more effectively,” said Abhishek Bhattacharjee, chief digital officer at IPG Mediabrands Malaysia.

“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. Targeted, segmented and engaged,” said Adrian Sng, chief executive officer of HIVE.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.