Media veteran Basil Chua rolls out programmatic TV offering in Asia

AsiaMX (Asia Media Exchange), a Singapore-based premium cross-media monetisation service provider is has closed of its angel investment round to launch Asia’s first programmatic TV advertising sell-side exchange in Asia Pacific.The round saw a six-figure raised from an Angel Group as well as from 10K Asia, the accelerator arm of Singapore's leading venture capital firm, Marvelstone Group. It plans to launch the next round of investment to accelerate its roll-out beyond Southeast Asia.AsiaMX’s Advanced TV, its programmatic television exchange is paired with an existing digital exchange operated by AsiaMX. This  provides an integrated platform for leading television companies the opportunity to monetise and connect linear television, online video and mobile advertising inventories to global media buyers.“Television continues to bring highly entertaining and engaging content to audiences across Asia Pacific. Introducing programmatic advertising to the world of television advertising will unlock real upside opportunities for both the television companies and advertisers. It will bring about huge improvements in workflow and trading efficiencies to the ecosystem,” said Basil Chua, chief executive officer.The company is helmed by three including Chua, the other two being Nick Chuah, chief commercial officer and Victor Chow, chief investment officer (all three pictured).Chua said both Free-TV and Pay-TV companies will benefit from AsiaMX’s programmatic advertising solution, from listing, packaging, optimising and trading of its cross-media inventories. Accredited media buyers will benefit from the ability to discover and easily contract and book television, video and mobile advertising slots from anywhere in the world.Chua added: "For over 75 years, the trading of television advertising slots have depended on direct channels. In partnering with television companies, we will address ways to improve inventory optimisation as well as go-to-market strategies, complementing its direct sales force.”At the moment, AsiaMX has partnered with Adstream, the global point-to-point cloud-based cross-media distribution provider. AsiaMX has also partnered with DataXu, a provider of programmatic marketing software that offers omni-channel media activation, data management, and marketing analytics for brands and agencies.This partnership will see AsiaMX’s Advanced TV exchange integrated into DataXu’s industry-leading demand-side platform.