Astro goes programmatic with Telaria

Telaria the complete software platform to manage video advertising for premium publishers announced that 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.

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 forward,” said Kevin Smyth, General Manager, SEA at Telaria.

“It’s important to us to develop technology that opens new revenue opportunities for our publishers while also addressing the hurdles they may have to overcome as the media landscape evolves.

“We are delighted to see our investments in our platform be rewarded with Astro’s vote of confidence and are excited to continue delivering superior results.

After 20 years of evolving technology, shifting market trends, and adapting to changing consumer behaviour, the media landscape has nearly reached saturation.

We’ve optimised to the fullest, providing advertisers with abundant choices across technology, platforms, data-driven marketing, CTV, OTT, DOOH, influencer marketing, retail, etc.

Media specialists have diversified, but with more options comes the challenge of maintaining income growth. The industry is expanding, but revenue isn’t keeping pace.

Now, we’re at a TURNING POINT: time to explore and harness new sustainable revenue streams. While GroupM forecasts a 7.8% global ad revenue growth in 2024, challenges like antitrust regulation, AI and copyright issues, and platform bans persist.  

Collaboration is key: partnerships that thrive on synergy, shared values, and aligned goals are becoming increasingly essential.

Hence, the Malaysian Media Conference, in its 20th year, has assembled the partners and players under one roof on October 25 for a day of learning, sharing, and exploring.

 

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