Asiaray, The Trade Desk and Magnite launch DOOH programmatic transaction platform

Asiaray Media Group has officially announced a new DOOH programmatic transaction platform in partnership with The Trade Desk and Magnite Inc.

A next step for Asiaray's DOOH collaboration with Magnite from earlier this year, the new platform will leverage Magnite's independent omnichannel sell-side advertising capabilities and give Asiaray the ability to programmatically trade DOOH display and video inventory both online and offline. By integrating programmatic transaction technology into The Trade Desk's platform, the partnership will add an additional media buying option for marketers worldwide.

It's the first-ever programmatic guaranteed DOOH campaign for Magnite and The Trade Desk in Hong Kong, and will be of great interest to media buyers hoping to maximise their ad exposure.

"Given the proliferate growth of DOOH, we are delighted to have secured new programmatic cooperation with two of the world's major adtech players – Magnite and The Trade Desk. This campaign makes a key milestone for Asiaray's Offline and Online New Media Strategy, which created a strong connection between offline DOOH media and online advertisement buying. What is more, the cooperation will provide us a chance to reach out to a different group of usual online advertisers, thus to expand our clientele and eventually expand the group's penetration in the market. Looking ahead, Asiaray will continue to work closely with our partners to develop even more effective media solutions for advertisers to generate greater value of the campaign," said Vincent Lam, founder, chairman and executive director of Asiaray.

"In this world of new technologies, programmatic buying in advertising is certainly a growing trend, and The Trade Desk is delighted to partner with Asiaray and Magnite to introduce our first offline media resources," added Doug Choy, senior director, inventory partnerships for The Trade Desk.

"Marketers now have the opportunity to access inventory for DOOH billboards in Hong Kong through our platform, thereby helping them achieve their greater business objectives. In all, we are very excited in our continued partnership with Asiaray as we help advertisers shift to programmatic buying."

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