Digital Transformation

Unruly partners with publishers in Indonesia and Philippines for 'premium' video marketplaces


By Taruka Srivastav | Reporter

October 1, 2018 | 4 min read

Unruly has collaborated with publishers such as Kompas and The Inquirer to unveil trusted video marketplaces for outstream video ad inventory in Indonesia and Philippines.

With the launch, the advertising technology company aims to give advertisers access to the local and international publishers in trusted marketplace environment.

Unruly unveils trusted marketplace in Indonesia and Philippines to provide brand safety

Unruly unveils trusted marketplace in Indonesia and Philippines to provide brand safety

UnrulyX trusted Philippines marketplace partners include The Philippines Star, Summit Media, Fox Asia, MSN, GMA Network, Rappler and OLX Philippines.

Meanwhile, the partner publishers in the UnrulyX trusted Indonesia marketplace include IDN Times, Fox Asia, MSN, Tempo, Brilio, OLX Indonesia and Perform Group to engage audience.

According to Moris Rusmanto, vice president of digital sales Kompas Gramedia, there is a clear demand from advertisers for high quality video inventory and greater media collaboration to make buying at scale easier and more effective.

He added: "The UnrulyX Trusted Marketplaces are a significant step towards giving advertisers access to some of the very best video ad formats online, and providing more certainty around brand safety and viewability. We look forward to testing this new proposition and working with the industry to deliver the best in digital advertising.”

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Unruly claims to guarantee premium environments for advertisers, with a potential audience of 55 million unique users. The Trusted Marketplaces are similar to the verified marketplace in the UK - the collaboration between The Times, Telegraph and Guardian.

A recent research by Newsworks, Neuro-Insight and AOP that found quality editorial environments are more effective in driving long term memory encoding and engagement, than social sites. Another study by Newsworks and GroupM in July this year found that consumers spent 17% longer viewing ads on premium sites.

Phil Townend, chief commercial officer Unruly APAC, said: “ Neuroscience and advanced measurement techniques show that consumer engagement levels are heightened within premium editorial environments and these video marketplaces offer both cost efficiency and engagement to drive business outcomes for advertisers. Our Trusted Marketplaces solve the problem of scarcity of genuinely premium, verifiably brand safe and viewable video at scale.”

Inquirer Interactive’s chief operating officer, Gary Libby said: “With the introduction of The UnrulyX Trusted Marketplaces we have created a safe medium for advertisers who want to access verified inventory at scale. It is an encouraging development from the industry that will give advertisers access to quality audiences on one single platform.”

Unruly previously launched a tool that tests if an ad is sexist or not to help advertisers 'unstereotype' their campaigns.

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