With China’s digital ad spending poised to touch US$50 billion this year, the ties between China’s iPinYou and Singapore’s The Hub, an open-architecture media buying application from CtrlShift, is set to alter the media landscape of the region.
Negotiating this significant agreement between CtrlShift, a global audience solutions company, and iPinYou, China’s largest automated media buying technology platform, was CtrlShift’s Malaysia Head of Product and Country Head, Serm Teck Choon. Collaborating, helping was Adrian Teh, GM of iPinYou, APAC.
Talking to MARKETING, Teck Choon said, “For international brands and media agencies, the initial foray into China – to engage with Chinese audiences or buy Chinese digital media inventory – can be daunting and cumbersome.”
“The Hub, with its partnership with iPinYou, will be a friction-less alternative to directly engaging with the Chinese digital advertising ecosystem,” he stated, adding, “connecting with audiences in China will now be easier and more seamless for brands and agencies in the APAC region and beyond.”
This partnership will provide international brands and agencies access to Chinese audiences.
Reza Behnam, Co-founder and Executive Chairman at CtrlShift, said, “We’re truly excited about our partnership with iPinYou as it allows brands and agencies worldwide to broaden their reach by accessing China’s audiences, both inside China as well as the 100 million who travel abroad.”
This will not only allow global brands access to the Chinese through a single application, but even iPinYou clients will be enabled to use The Hub to target global audiences outside of China.
Teck Choon believes this partnership came about due to “IPinYou’s strong collaborative mindset and sophisticated understanding of trends in ad tech and marketing. They have recognized The Hub’s potential in becoming a ubiquitous application for automated media buying, and so we are together.”
The Hub is the first media management and buying app outside of China to be integrated with iPinYou, allowing international brands and agencies to identify, reach and engage the 731 million internet users in China.
Sara Ye, President of International Markets, iPinYou said, “China’s explosive consumer growth makes it one of the most exciting markets in the world.”
Users can manage media investments across geographies and platforms through The Hub, including technology and inventory partners such as other demand-side platforms (DSP), exchanges and private marketplaces. It is currently integrated with multiple buying platforms.