OPPA chooses Hakuhodo to work on audience data for advertisers on its platform

The partnership will allow will allow publishers in OPPA to understand people in their entirety, like their purchase behavior.

The Online Premium Publishers Association (OPPA) in Thailand has chosen Japan’s Hakuhodo DY Group to work on audience data for advertisers on its platform.

The publisher co-op, which launched in May 2017 and consists of 12 of Thailand’s publishers including, BEC-TERO, Dek-D, Kapook, MThai, OTV, Pantip, Post Today, Sanook, SiamSport, and Thairath, already has Innity as its primary monetisation platform.

OPPA claims it has a monthly reach of over 1.8bn page views and five billion ad impressions, which will allow Hakuhodo, which is part of the D.A.C Consortium, to reach 70% of the Internet population in the country and have access to the platform’s first, second, and third-party data integrations.

That will allow the publishers in OPPA to understand consumers in their entirety, their purchase behaviour, and target them.

“OPPA provides an excellent premium programmatic direct platform for advertisers to present their brands on the most consumed news portals in Thailand,” said Hakuhodo.

“Hakuhodo DY Group focuses on sophisticated data-driven marketing and our partnership with OPPA Thailand further accelerates this. We look forward to extending the benefits of OPPA Thailand - its consolidated media, OPPA’s first-party data, Innity’s second party data and third party sources, and exclusive ad units, to all our clients.”

Southeast Asia has seen a raft of publishers coming together to form co-ops and fight the duopoly, with publishers in Malaysia forming the MPPM, while two of the biggest publishers in Singapore forming the SMX.

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