mediaQuark launches programmatic media trading offering specific to SEA markets

The offering, siteDNA, integrates brand safety, quality control and contextual targeting features, including a media planning solution for traders, as well as a verification and targeting solution for technology platforms.

“This DNA Intelligence Framework allows dramatic data reduction and processing efficiency lift without compromising logic or predictive capabilities,” Mikko Kotila, CEO of the Singapore-based company, told Campaign Asia-Pacific.

Global annual online display advertising investment will reach US$200 billion by 2020, according to Google. And while the future focus of media trading was increasingly moving to Asia-Pacific, media planning tools and verification solutions specific to Southeast Asia were virtually absent from the market, Kotila said.

“The biggest gap is between use of data and algos, particularly around data reduction, processing efficiency and computational intelligence,” he said. “A key idea in our thesis is not to compete but to compliment [the existing media trading solution in the market] by focusing on creating technology solutions or mash-ups from existing pieces.”

Stanley Ng, Media Innovation Group’s Asia-Pacific associate director, told Campaign Asia-Pacific that focusing on Southeast Asia may be a good idea, but there were many countries involved and each market contains different media properties and portals.

There are other international players offering brand safety and quality control solutions in Asia, such as Proximic and Peer 39, but they have not pushed into the Southeast Asian markets. “Most of them are working on tech-based solutions that DSP platforms can plug into, but many are just a white- and black-list type solution at the moment,” Ng said.

“Budgets are shifting to programmatic buying and RTB,” he added. “The quantity of inventory available will make room for such startups to come into existence. This will drive forward the evolution of the digital media exchange marketplace across Asia-Pacific.”

mediaQuark works with companies such as Accuen, ADZ and Brandscreen, and will roll out a data reduction programme with a major ad network, according to the company.