CtrlShift weighs in on MPPM’s premium digital marketplace

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.”

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.

 

REGISTER NOW