Pixel Media merges three divisions into one, rebrands as Pixels

Pixels logoPixel Media, the Hong Kong-based digital advertising firm launched by Kevin Huang in 2002, has changed its named and merged its three divisions into one.

Pixel Media launched online ad network Adsfactor six years ago, mobile ads firm Snap Mobile two years ago and online video ad network Adsfactor.TV in May this year, and now each unit is to be merged under the Pixels brand to form a new multiscreen advertising offering.

Huang told Mumbrella that the decision was driven by consumers, who are increasingly using a number of different screens at the same time.

“Advertisers are late to the game in terms of how consumers are behaving; everything is still in silos. We recognised that now is the right time to bring it all together and adopt the multiscreen approach,” he said.

Huang told Mumbrella that he had no immediate plans to launch a programmatic trading offering, which are an increasing competitive concern for online advertising networks.

“Programmatic, by and large, is less suitable for brands and tends to cater for the lower end of the advertiser spectrum. Ads often do not find themselves in brand safe places, which is the opposite of what brand advertisers want,” he said.

While Pixels does offer advertisers some programmatic capability, Huang said that the company would not go “full blown” into programmatic yet.

“If we did, it would be in a very private marketplace setting. I believe not inventory is created equal,” he said, adding that the firm had the technological capability on board, and was ready to move into programmatic when the time was right.

Pixels has launched an explainer video to introduce its new brand.


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