SPH, Mediacorp to jointly create new digital advertising marketplace

SINGAPORE Press Holdings (SPH) and Mediacorp on Monday announced an alliance to create a new digital advertising marketplace using programmatic solutions, and to offer brands access to a wide audience of consumers in Singapore.

The two leading local media organisations signed a memorandum of understanding on Monday morning. The alliance, tentatively named Singapore Media Exchange, will see the commitment of at least two billion display and video impressions annually across a selection of SPH and Mediacorp platforms, with the inventory for this private marketplace residing across desktop, mobile web and mobile applications.

The joint venture seeks to consolidate data resources from both companies, with the aim to provide richer targeting capabilities to pinpoint the right audiences and meet the needs of specific campaigns.

Focusing on three themes of increasing choice, improving brand safety and increasing scale, the alliance hopes to create an environment where "brands can feel safe knowing that their creatives are appearing next to quality content", said the companies in a joint media release.

Parminder Singh, chief commercial and digital officer at Mediacorp said that this alliance would provide "a gateway to the most high quality sites available in Singapore", with an overall "high quality experience".

The alliance will be fully launched in 2018 and aims to innovate and solve challenges in today's digital age. "We will have a single, easy-to-use programmatic solution with extensive scale and reach that will allow them to drive their desired impact using the latest ad serving technology," said Julian Tan, executive vice-president of SPH's digital division.