Online publishers form advertising exchange

From left: Utusan Media Sales executive director Mohd Yazid Ahmad, The China Press digital media chief Loh Yee Wei, Star Media Group COO Datuk Calvin Kan, New Straits Times Press CEO Datuk Abdul Jalil Hamid, The Edge Communications chief commercial officer Sharon Teh and MCIL Multimedia CEO Keu Tien Siong after the MoU signing

KUALA LUMPUR: Five major online publishers have teamed up to promote transparency in online ad trading and combat the risk of damaging brands' reputation in programmatic online advertising.

Their efforts yesterday culminated in the signing of a memorandum of understanding between Star Media Group, Media Prima Group, Utusan Melayu group, Media Chinese International Ltd group (MCIL) and The Edge Media group to form the Malaysia Premium Publishers Marketplace (MPPM).

The main objective of MPPM would be the creation of an advertising exchange.

The exchange, which is expected to be operational some time in mid-February next year, will also enhance brand safety, establish regulations to protect the interests of the advertisers as well as provide better transparency and viewability. 

The signing took place at the Theatrette of Balai Berita NSTP here.

MPPM will comprise 11 online premium publishers; New Straits Times, The Star Online, The Edge, Berita Harian, Utusan Malaysia, Harian Metro, Kosmo, Sin Chew Daily, China Press, Nanyang Daily and Guang Ming Daily.

To ensure the transparency and ethical operating standard of MPPM, a third-party company will manage the ad inventories to simplify and ensure the delivery of quality online ad inventory to advertisers.

Commenting on the MPPM, chairman of Malaysian Newspaper Publishers Association (MNPA) Datuk Abdul Jalil Hamid said as advertising is the main revenue stream for the media companies and with the changing landscape of advertising in Malaysia, it is time for media companies to find a better solution to simplify and improve the ad buying process, while addressing the market needs in terms of providing transparency, viewability and brand safety.