BCA Show Preview - 31

SHOW PREVIEW | 26-28 June 2018

A part of

MARINA BAY SANDS * SUNTEC SINGAPORE

SUNTEC SINGAPORE

31

Singapore Media Exchange
Names CEO
AppNexus and Lotame have been selected as core
technology partners to power the premium ad exchange...

S

ingapore Media Exchange (SMX), the
digital alliance between Singapore's
premium publishers Mediacorp and Singapore
Press Holdings (SPH), is officially operational,
under the leadership of newly appointed CEO
Hari Shankar. The joint venture to launch
Singapore's first premium advertising
marketplace was announced in August 2017.

A Harbinger of Things to Come
A digital media marketing veteran, Shankar
brings more than 15 years' experience
in media management to the new role.
Before joining SMX, Hari was the Managing
Director at Ecselis, the strategic arm of the
Havas Media Group. He previously held
leadership roles at Paypal and Performics in
Asia-Pacific.
"Brands are looking for quality choices
in the marketplace," says Shankar. "SMX
is a harbinger of things to come in the
programmatic space in Singapore, following
similar developments in other parts of the
world. I am incredibly excited to lead this
initiative to deliver a premium, brand-safe
alternative for programmatic buyers in
Singapore."
According to comScore, Mediacorp
and SPH are among the top five digital
properties with the highest traffic in
Singapore, collectively reaching three in
four digital consumers every month. The
SMX coalition brings together some of
the best-known, market-leading digital

brands across news, business, automotive,
property, entertainment and lifestyle
verticals under one roof. For example, the
Straits Times, Channel NewsAsia and Today
Online are the top three most-visited news
sites in Singapore. Through a single SMX
programmatic platform, advertisers can now
enjoy quality audiences at scale, and within
brand-safe and trusted environments.

Advanced Programmatic
Technology
Beyond Mediacorp and SPH, SMX will
be extending the co-operative to other
like-minded premium publishers. There is
already keen interest being seen from other
publishers who are seeking alternative means
to monetise their traffic.
Julian Tan, Executive Vice President, Digital
Division, SPH and Director of SMX, says:
"The commencement of this initiative is just
the tip of the iceberg. Through the use of
advanced programmatic technology, we are
looking to build the premium programmatic
marketplace
in
Singapore,
offering
advertisers a trusted environment at scale.
With this alliance, we also hope to seek out
'others like us' to partner so that SMX can
widen its reach beyond Mediacorp and SPH,
as well as deepen its data depth."
AppNexus and Lotame have been selected
as key technology partners after a sixmonth review. AppNexus will power the
advertising exchange across all digital

L-R: Mr Hari Shankar, CEO of SMX, Mr Julian Tan, Executive Vice President, Digital Division, SPH and Director
of SMX, and Mr Roger Moy, Head of Consumer Insights and Analytics at Mediacorp and Chair of SMX

channels (desktop, mobile) and formats
(display, video, native), while Lotame will
underpin its data capabilities, including
unifying audience data across its coalition
partners. The technology partnership with
AppNexus and Lotame closely follows the
model behind Kiwi Premium Advertising
Exchange, a similar publisher co-operative in
New Zealand.

Strategic Partners
As part of its long-term product
roadmap, SMX will continue to explore
strategic collaborations and invest in new
programmatic features to meet evolving
advertiser needs. For example, SMX has
a multi-screening capability that now
enables advertisers to synchronise their
programmatic buys real-time with TV event
triggers. The ad sync feature leverages the
strengths of Mediacorp's TV reach to drive
online-offline integrated marketing synergies.
Such a capability has not been available in
Singapore until now.
In addition, SMX will be one of the first

strategic partners of the Advertising ID
Consortium when it launches in the AsiaPacific region. In an increasingly complex
digital ecosystem with fragmented identifiers
from multiple platforms, the Consortium,
founded by AppNexus, Index Exchange, and
LiveRamp, is focused on driving adoption of
a unified and open identity solution that vastly
improves identity resolution so that buyers
and sellers of programmatic advertising can
deliver more relevant campaigns.
Roger Moy, Head of Consumer Insights
and Analytics at Mediacorp and Chair of
SMX, says: "Since announcing the SMX
initiative, we have been firing on all cylinders
to rethink a different kind of ad exchange
that marries the unique strengths of our cooperative partners. The recent milestones
and collaborations, from online-offline
multi-screen ad sync, unified audience data
insights to open identity solution adoption,
bear testament to how the team has been
listening and responding to our customers.
We are excited by the possibilities."
www.smx.sg


http://www.smx.sg http://www.smx.sg http://www.smx.sg http://exhibitors.ubmasia.com/ConnecTechAsia2018/en-US/exhibitor/142055/interra-systems http://www.interrasystems.com

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