PETALING JAYA: Programmatic advertising has made the buying of digital advertisements easier and efficient, whilst optimising an advertising campaign’s profitability.
This technology uses algorithms to determine where an advertiser’s ad money is best spent, provides information about a campaign while key performance indicators just need to be keyed in.
However, there is a growing concern about the challenges of programmatic, one of them being the appearance of advertisements in the wrong places from relying on algorithms.
This could result in the association of one’s ad with unintended material or content or ad placements in low quality, sensitive sites or extremist channels.
In addressing digital issues such as brand safety, ad fraud and viewability, the Malaysian Premium Publishers Marketplace (MPPM) has introduced a publisher-led programmatic advertising marketplace platform to the advertising industry.
The premier solution offered by MPPM is called “ADvances”, which allows advertisers to run their ad campaigns in a brand-safe environment on Malaysia’s leading media sites.
They are Star Media Group, Sin Chew, Utusan Malaysia, Kosmo, China Press, Guang Ming Online, Nanyang, The Edge Markets, and Sinar Harian.
MPPM is a consortium made up of these media bigwigs, with Innity as a business and technology partner.
Those digital issues have been affecting the effectiveness and efficiency of digital advertising, said MCIL Multimedia Sdn Bhd chief executive officer and Sin Chew Media Corp Bhd group ICT general manager Keu Tien Siong.
“There has been an increased in websites carrying fake news and material, and are generating revenue from advertisements.
“We at MPPM want to provide a premium platform of high standards to the advertisers where ads will run on our network of premium sites and nowhere else,” said Keu who is also MPPM’s incoming chairman.
Advertisers can run exclusive high-impact ad formats on a brand-safe, fraud-free and high-viewability environment.
ADvances also offer opportunity to target the right audience based on first, second and third-party data.
For a seamless programmatic ad buying experience, MPPM introduced a self-serve platform for advertisers to purchase space directly, view inventory, data and ad unit available, and buy at the price shown.
With just a couple of steps, ad buyers can select the kind of package based on the ideal audience, location and price; key in campaign details, upload the ad and view campaign report along the way.
Keu also reported that MPPM reaches to 11.4 million unique digital audience monthly, bagging itself third place after Google and Facebook, according to global leader in cross-platform measurement comScore.
During the MPPM Summit 2018 at Ruyi & Lyn, Bangsar Shopping Centre, Kuala Lumpur, a panel discussion was held to talk about the important role premium publishers have in digital advertising.
The panelists were Innity chief executive officer and co-founder Phang Chee Leong, Keu, Kumpulan Media Karangkraf deputy chief executive officer Syamil Fahim Mohamed Fahim and MEDIA CHINESE INTERNATIONAL LTD director Khoo Kar Khoon.
Stressing on the importance of ensuring brand safety, Khoo said that if brands continue to associate themselves with less credible sites, it will erode a customer’s trust.
“It will also indirectly seem like the brand is endorsing the content of the site.
“The ads can even appear at pornographic sites, and the brand becomes in conflict with its brand values.
“At the end of the day, matching your brand image positioning and content is very important, especially if your intention is to build a better brand.”
At MPPM, there is a lot of inventory and data, and they work together with Innity on using the algorithm and software to make sure the right product appears on the right site, Khoo added.
MPPM was officially formed in November 2017, with leading media companies coming together to offer scale and quality to the market. “We’ve had our challenges along the way. It was a gathering of rivals, and when we first met up, everyone was cordial and weary!
“Subsequently, we shared our opinions and ideas and saw the potential in working models that we can take to market.
“We then came up with ADvances solution so that everyone can enjoy and learn from it,” said MPPM’s outgoing chairman and Star Media Group digital general manager Heather Wee.
Malaysia Productivity Corporation is a sponsor of MPPM, giving a grant to kickstart the platform. The MPPM Summit 2018 is the first of a long series with the aim of sharing insights with industry players in topics like programmatic, advertising campaigns and data analysis.