The Malaysia Premium Publishers Marketplace (MPPM) has officially launched in partnership with adtech platform Innity to provide advertisers with more control to layer on their own data, audience insights and program advertising.
This is the first publisher-led programmatic advertising marketplace platform in Malaysia.
The new partnership will see MPPM, which is made up of eight publishers in Malaysia that includes Star Media Group, MCIL, Utusan Malaysia, Kosmo, China Press, Guang Ming Online, Nanyang, and The Edge, allow advertisers to buy into these publishers’ network channels that is compatible with Demand Side Providers (DSPs) and Supply Side Providers (SSPs), as well as with the Automated Self-Serve Dashboard capacity.
In addition, advertisers will have exclusive access to advertising features like real-time mobile inventory, high viewability and innovative creative formats. They can also leverage on ad units that exceeds performance over the standard IAB ad units presently procurable through programmatic channels.
“Our goal is to ensure the transparency and ethical operating standard of MPPM. We’ll work closely with Innity to manage these ad inventories in order to simplify and ensure the delivery of quality online ad inventory to advertisers,” said Heather Wee, chairman of MPPM.
“The setting up of MPPM will also empower small and medium size advertisers who could not afford online ad verification services to buy quality local online ad inventory, via self-serving website, with peace of mind.”
The Drum spoke to publisher co-ops similar to MPPM in Asia, like the Pangaea Alliance, Delta and KPEX about their success in January.