Malaysia media giant Astro goes programmatic – in deal with Telaria

Malaysia’s largest media player Astro has partnered with adtech firm Telaria in a bid to boost the amount of programmatic advertising it runs on its assets.

Astro claims to serve 76 per cent of all households in Malaysia. Its offering spans television, radio and digital media across four languages.

The announcement:

Telaria, Inc., (NYSE: TLRA), the complete software platform to manage video advertising for premium publishers, announced it has been selected as the preferred Video Management Platform (VMP) by Astro, Malaysia’s leading TV, OTT, and digital video content provider. This partnership with Telaria will be the first time live TV inventory will be available programmatically in Malaysia through Astro GO apps and Astro’s live streaming player.

Astro serves over 23 million individuals and achieves approximately 76% penetration of total households in Malaysia, offering a wide range of media and entertainment options spanning TV, radio, and digital media across four languages. As a leading producer of premium, original content for the ASEAN region, Astro continuously brings innovative technology to market.

With deep relationships across all top video buyers and major brand advertisers, Telaria connects premium publishers with differentiated demand through curated inventory packages and a dedicated buyer UI and deal library. Advertisers will be able to reach Astro’s audience across multiple screens with the benefit of advanced audience insights, including Astro’s first-party data segments, and content-level targeting.

Utilizing Telaria’s VMP, Astro will be able to gain greater control and insights into inventory and demand data to make informed decisions about its business. Telaria offers publishers the tools they need to accomplish this across all formats and screens seamlessly, through a single platform. Astro will also have access to live reporting and real-time diagnostics within the VMP, enabling teams to troubleshoot in sub-seconds.

Viewers are increasingly watching a mix of video-on-demand and live TV, and this partnership with Telaria will enable advertisers to better reach audiences everywhere they are watching,” said Andy Yap, VP Digital Adex at Astro. “As a video-first company, it is vital to us that our customers maintain a great viewing experience and we have confidence that Telaria has the right tools and capabilities that will enable us to transact with advertisers more efficiently while delivering that high quality experience for our viewers. We’re excited to work with Telaria to maximize the value of our unique inventory and audience.”

“We’re proud that Astro has chosen us to be their preferred video management platform and we look forward to a close collaboration as Malaysia’s largest TV broadcaster paves the way,” said Kevin Smyth, General Manager, SEA at Telaria. “Our technology opens new revenue opportunities for our publishers while also addressing the hurdles they may have to overcome as the media landscape evolves. With Astro’s vote of confidence in our platform, we are excited to continue delivering superior results.”

Source: Telaria press release


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