Transparency remains a key issue for the industry
As a follow up from our earlier article, we also interviewed Serm Teck Choon, Malaysia Country Head, CtrlShift.
CtrlShift tied up with seven publishers in Malaysia last year to launch the region’s first independent private marketplace for digital advertising called AMP, an Asia’s by-invitation marketplace for premium inventory.
Reportedly, the seven publishers are Media Prima Digital, Star Media Group, RevAsia, MalayMail Online, SinChew Online, Tantannews.com and Cari.my, offering marketers access to over 11 million monthly unique visitors.
Commenting on the launch of Malaysia Premium Publishers Marketplace (MPPM) last week with Innity, Serm says, “We welcome the formation of MPPM, as this is aligned with our belief in growing the industry through unprecedented collaborations. This belief is what motivated the launch of AMP last August with the leading publishers in Malaysia. The digital landscape evolves so fast and marketers deserve to have more choices.”
Serm, who is also President of the Malaysian Digital Association (MDA), adds, “We believe the best way forward is to ensure that advertisers know exactly what they are buying, then letting the results and continued investment of ad dollars speak for itself. We are all in this together to develop a strong and transparent premium programmatic ecosystem.”
He shares, “Transparency remains a key issue for the industry. While we allow our publisher partners in AMP to set their floor price individually, we also reveal the sold prices for all inventories.”