Airwave China launches private programmatic platform for mobiles

The new offering, called 'Airwave ONE Premium Direct', delivers reach and scale of premium inventory across mobile, accorting to the company.

It claims to reach more than 400 million unique views per month from users visiting around 80 white-listed premium publishers across 15 content verticals.

"The demand for premium inventory is an unquestionable one, yet there are very few platforms
in China that offer such high-quality inventory at scale," said Alvin Foo (符传志), head of Airwave China.

"Advertisers shouldn't have to compromise on the perceived quality of environments in order to
drive reach and results," he added.

The platform allows advertisers to place ads in well-known, popular apps. The aim is to increase the appeal of mobile media to brands trying to influence consumers at the consideration stage of the purchase process, but that are still sitting on the fence.

Airwave’s announcement comes at a time when Chinese consumers are spending around a quarter of their days on mobile and tablet devices. According to iResearch (艾瑞咨询集团) forecasts, mobile programmatic buying revenue will amount to US$565 million (RMB 3.5 billion) by 2017.