Malaysian publisher consortium picks Dentsu Aegis Network as media buying agency

The Malaysia Premium Publishers Marketplace has handed Dentsu Aegis Network the sole rights to sell its inventory as part of a new deal.

The private ad exchange, which includes five of Malaysia’s biggest digital platforms, plans to sell its stack of inventory only to clients of Amplifi Malaysia, DAN’s media trading and investment.

According to Amplifi’s managing director, Hasnain Babrawala, digital engagement is “relatively higher” in Malaysia than in other markets with cluster buys in operation.

He added: “The test for MPPM will be to deliver continuous performance and not fall bait to the popular and arguably inaccurate belief that low cost per click (CPC) is the end game. Keeping it simple is the way forward.”

The news comes a week after the consortium appointed Innity as its ad tech vendor. 

Formed from Star Media Group, Utusan Malaysia, MCIL and The Edge, the MPPM follows part of a growing trend towards publishers sharing their inventory on their own private marketplace in the hope of extracting hire yields than from placing it individually on an open exchange.

In Singapore last year,  SPH and Mediacorp made a similar move towards  the model with the launch of SMX.

In Thailand, 12 publishers teamed up to form the consortium Oppa, while in New Zealand, the Kiwi Premium Advertising Exchange (KPEX) has grown to reach 80 per cent of the country’s population in the two years since its launch.


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