Mediamath & Gamma partner on premium inventory in APAC
Gamma, a Southeast Asia-based ad selling platform, has partnered with MediaMath to deliver localised, highly-targeted ad inventory for advertisers.
Advertisers will be able to programmatically target audiences across Gamma’s ecosystem of over 5,000 publishers in Southeast Asia for desktop, mobile, video and mobile applications, using specific metrics including age, gender, demographics and others.
Launched in December 2016, Gamma is the offshoot of regional digital marketing player Ambient Digital.
Dirk Jacobs, Managing Director, Gamma said, “Brands are looking to capitalise on Southeast Asia’s rapid growth, but transparency and viewability are ongoing challenges. By partnering with a global Demand Side Platform like MediaMath, we have increased visibility, yield and opportunities for our publishers here in Asia, while offering high quality advertising inventory at scale.”
Advertisers in Asia Pacific are increasingly adopting digital and programmatic advertising. According to Forrester, 41 per cent of marketers in Asia Pacific have adopted programmatic buying into their media plans, and 96 per cent of them plan to continue investing in programmatic over the next 24 months.
Rahul Vasudev, Managing Director, MediaMath Asia Pacific, said, “This partnership is a testament to the driving change across Southeast Asia’s media and advertising landscape. We are excited to move forward with home grown ad-tech players like Gamma and jointly advance the promise of programmatic advertising in the region.”
As part of its strategic growth plan, Gamma continues to grow relationships with publishers throughout Southeast Asia, and is looking to expand partnerships into North Asia, Greater China, Australia and South Korea.
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