Media Prima withdraws from Malaysia advertising consortium

Media Prima Group has pulled out of Malaysia Premium Publishers Marketplace (MPPM), a consortium formed to create an advertising exchange. The move was confirmed to A+M by a Media Prima spokesperson, who declined to reveal further details.Together with Media Prima Group, MPPM was formed last year with four other publishers on board - Star Media Group, Utusan Malaysia, MCIL and The Edge, enhance brand safety, establish regulations to protect the interests of the advertisers, provide better transparency and improve viewability.MPPM comprises 11 online premium publishers including New Straits Times, The Star Online, The Edge, Berita Harian, Utusan Malaysia, Harian Metro, Kosmo, Sin Chew Daily, China Press, Nanyang Daily and Guang Ming Daily.The consortium recently partnered exclusively with Dentsu Aegis Network Malaysia, to offer advertisers access to a safer and transparent online ad buying ecosystem through the network’s agencies. Spearheading the pilot partnership is Amplifi Malaysia and its managing director Hasnain Babrawala. MPPM is also currently in discussions with Amplifi to explore innovative trading and performance solutions.Earlier this year, it also collaborated with Innity Malaysia to offer Malaysia a publisher-led programmatic advertising marketplace platform. Through this platform, advertisers will be able to have more control to layer on their own data, audience insights and program advertising across MPPM.