The adtech platform, which is part of AnyMind Group, will provide advertisers access to the third-party verification tools provided by Adloox through its premium marketplace. It will also leverage advanced brand safety technology from Adloox to automatically block a brand’s advertisements from serving on any possible unsafe or objectionable content.
According to the platform, the brand safety filter takes into account several considerations including words, metadata tags and safety of the domain based on overall content (text, video, and images). The automatic categorisation also identifies a lot of objectionable content, ultimately allowing ad placements in ‘safe’ environments.
Publishers will also have access to Adloox tools and insights through the AdAsia Digital Platform for Publishers, providing publishers with access to verification tools that can identify inventory viewability and invalid traffic.
“This is in line with our product philosophy for the past two years, to bring greater transparency in advertising through our solutions. We want to provide further growth for both advertisers and publishers, and ultimately deliver impetus for driving the industry to the next stage, and our partnership with Adloox does just that,” said Otohiko Kozutsumi, the chief operating officer and co-founder of AdAsia Holdings and AnyMind Group.
AdAsia also claims they are the first in Asia to provide the market with ad verification tools at no extra cost. Explaining why to The Drum, Kozutsumi says: “Not every advertiser in Asia has access to third-party verification tools, or immediately aware of the availability and transparency these tools provide to their advertising activities.
“As a company, we have also tried to drive greater transparency in the Asian advertising ecosystem through the AdAsia Digital Platform, and AdAsia Digital Discovery (free, vendor-neutral workshops, and open houses) - and this move shows our commitment to raising the bar in Asia for both advertisers and publishers.”
In October, AnyMind announced it received an additional round of funding of US$13.4 million from Line and Mirai Creation Fund. Kosuke Sogo, chief executive officer and co-founder of AnyMind Group spoke to The Drum about how the new round of funding will help the platform work on solutions that will tie advertisers closer to publishers and the advertising inventory they can run their ads on.