The partnerships aim to find new ways to support their quality journalism with online advertising by giving the Hong Kong-based publisher access to Teads’ technology platform to ensure more brand-safe, fraud-free and viewable inventory reach cross-regional and curated multi-market consumers.
In addition, the Alibaba-owned publisher will be able to scale both its outstream video and increase monetization through its direct sales team.
"We're excited to work with Teads to bring high-quality outstream video to our expanding international audience,” said Ian Hocking, the digital director of SCMP.
“SCMP's challenge is to create an integrated system that puts the user at the center and quality content as a priority engagement tool. The goal is a communication strategy that is winning for our brands and our partners."
The publisher created a new branded content arm called Morning Studio in October 2018 as a long-term answer to clients needs. In 2009, it launched the ‘Marketing Solutions Team’ and the launch of Morning Studio adds weight to its output with the inclusion of design and editorial talent.