The strategic partnership will also provide advertisers access to premium inventory in Southeast Asia
Gamma, a fast-growing Southeast Asia-based ad selling platform, announced a partnership 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. In just six months, the Southeast Asia-focused platform has built strong local relationships across the region including media titles such as The Philippines Inquirer, Summit Media, KapanLagi.com and TLCThai. Publishers using Gamma can command premium prices for their ad space through highly targeted content analysis and user profiling.
Dirk Jacobs, Managing Director, Gamma said, “Brands are looking to capitalize 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 the Asia Pacific are increasingly adopting digital and programmatic advertising. According to Forrester, 41% of marketers in Asia Pacific have adopted programmatic buying into their media plans, and 96% 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, China, Australia and South Korea.