MediaMath has announced a partnership with Gamma, a premium supply-side platform, that will give advertisers access to over 5,000 publishers via MediaMath's targeting and remarketing protocols across desktop, mobile, video and mobile.
The announcement comes days after IPG Mediabrands announced an exclusive collaboration with HIVE to provide access to a niche Malay audience. The two announcements represent a trend in ad tech to ensure smarter targeting, which goes beyond demographic segmentation, and underscores shifting priorities toward human-like behaviors within behaviour-based segmentation.
“Brands are looking to capitalize on Southeast Asia’s rapid growth," said Dirk Jacobs, the MD of Gamma, "but transparency and viewability are ongoing challenges. By partnering with a global demand-side platform like MediaMath, we have increased visibility, yield, and opportunities for our publishers here in Asia, while offering high-quality advertising inventory at scale.”
A recent report from Forrester Research proclaims that 41 percent of marketers in the APAC region have adopted programmatic into their media plans, with 96 percent pledging to continue investing in programmatic over the next two years.
“This partnership is a testament to the driving change across Southeast Asia's media and advertising landscape." said Rahul Vasudev, the MD of MediaMath. "We are excited to move forward with homegrown ad-tech players like Gamma and jointly advance the promise of programmatic advertising in the region.”
MediaMath was recently named a market leader by Forrester Research.