Nasmedia, which counts major Korean brands among its clients, runs an ad network and a mobile network, operates digital OOH and reps overseas publishers. "When a company like that throws down the gauntlet, and signs up for quite an advanced DMP, it signals a big change," Ward told Campaign Asia-Pacific.
Despite its reputation as a heavily connected, digitally savvy country, Korea has been relatively slow to adopt data-driven buying, Ward said. The majority of media spend still goes directly to publishers and gets placed 'the old-fashioned way'—according to content and context.
With the DMP in place, Nasmedia will be collecting insights and data to bring sophisticated audience targeting to its clients, Ward said. Lotame's claimed benefits for its platform include increased reach, reduced waste thanks to accurate targeting and better cross-screen and cross-media optimization.
“Having the ability to profile, target and optimize audiences across devices based on specific behavioral data is central to effective digital advertising today,” Kenny Chung, CEO of Nasmedia, said in a press statement. “We selected Lotame as our exclusive DMP partner based on its ability to scale, ease-of-implementation and solid customer service. With Lotame, our clients will be able to activate comprehensive audience data that will ultimately enhance campaign results.”
Ward added that since Lotame came to the region last year (the company is based in New York and has its APAC HQ in Singapore), he's seeing increased interest in DMP from publishers as well as brands that want to manage their own data in-house rtather than relying on agencies to manage it for them.