MPPM partners DAN Malaysia to offer more transparent ad buying ecosystem

The Malaysia Premium Publishers Marketplace (MPPM) has 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.Heather Wee, chairperson of MPPM, said it aims to be an initiative that can challenge big players that arguably do not provide a 100% ad fraud-free environment. Furthermore, its local appeal will make it easier for advertisers to make sustained investments.“It is time that agencies and advertisers alike accept that CP‘x’ is not the only metric which proves a campaigns success, but brand engagement and recall are equally important. MPPM strives to establish that premium content is an opportunity to attract ‘real’ premium audiences," Babrawala said.He added that the test for MPPM will be to deliver continuous performance and not fall bait to the popular and arguably inaccurate belief that low cost per click is the end game.Last month, MPPM appointed Innity as its business and tech partner, in a bid 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’s eight leading publisher-led consortium. They include the Star Media Group, Utusan Melayu Group, Media Chinese International and The Edge Media Group.