Staff Reporters
Feb 17, 2017

Tech talk: Mobile targeting, programmatic video, more

Our latest adtech and martech roundup briefs you on news from SpotX, Mobilewalla, Oracle, AdAsia and Withfluence.


Oracle Data Cloud and Mobilewalla launched a mobile audience-targeting solution for Asia-Pacific marketers. Mobilewalla’s Audience APAC product, now available through Oracle’s BlueKai Marketplace, offers more than 1,200 segments covering 400 million unique, targetable devices.

The data includes more than 100 demographic, behavioral, and intent-based segments per country and covers: Australia, New Zealand, Indonesia, Malaysia, Singapore, Thailand, India, Philippines, Taiwan, Vietnam, Japan, South Korea and Hong Kong.

Rich Harris, Oracle Data Cloud:

Through our collaboration with Mobilewalla, we are expanding the scale and scope of our customers’ targeting capabilities on mobile, particularly in the Asia Pacific region. We are excited to work with Mobilewalla to launch this robust APAC mobile audience targeting solution through the BlueKai Marketplace.

ICYMI: Other tech items we covered this week 

AdAsia Holdings launched in-feed native ad formats for both desktop and mobile devices through the AdAsia Ad Network. Publishers and media owners can customize the styling of their in-feed native ad units, including the addition of images and logos, for greater blending into their online properties.

Kosuke Sogo, CEO and co-founder, AdAsia Holdings:

We are looking to raise not only the standard of marketing but also the standard of online properties where the ads are shown. That is why we’ve moved into emerging markets like Phnom Penh and Hanoi, enabling them from an early stage.

Otohiko Kozutsumi, COO and co-founder, AdAsia Holdings:

We are working with our publishers in the AdAsia Ad Network to roll out our native ad formats across all our markets. Native advertising coupled with the ability to purchase programmatically creates a more relevant and less disruptive advertising experience for users.

Vietnamese broadcast and digital-video company BHD chose the SpotX video inventory management platform to power monetisation of its media properties.

SpotX’s ad-serving technology will allow advertisers and agencies to buy inventory across BHD’s portfolio programmatically, as well as through automated direct buys. It will also let BHD manage advertising through all its distribution partners, platforms, OTT services and apps from a single platform.

BHD’s titles include Vietnam’s Idol, Vietnam’s Got Talent, Master Chef, Amazing Race, The Price is Right, Ugly Betty, Home Improvement and Name That Tune. The company’s DANET VOD service launched in October 2016 and is carried on six platforms, including all major IPTV and OTT platforms in Vietnam.

Withfluence updated its online platform, which allows users to find, manage and pay online influencers, and is offering a 30-day free trial to brands and agencies. 

Updates to the platform include access to an influencer network across Asia and analytics regarding influencer performance and audience demographics.

Hiroyuki Okamoto, CEO and co-founder, Withfluence:

After we launched the first product, we have learned a lot from existing brands and agencies regarding the challenges. We’re continuing to improve and update our platform, our focus is on providing a bridge for brands and individuals in Asia to connect and create powerful content together, we hope that this new update will benefit both brands and creators.

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