Staff Reporters
Jun 18, 2012

Innity, DAC join forces to compete in real-time bidding

SINGAPORE – Digital media network Innity has formed an alliance with D.A Consortium (DAC) to compete in the real-time bidding (RTB) arena across Southeast Asia and Hong Kong.

Innity CEO Phang Chee Leong hopes to steer the RTB market forward
Innity CEO Phang Chee Leong hopes to steer the RTB market forward

Innity and Japan-based digital marketing company DAC will offer DSP (demand-side platform) and SSP (sell-side platform) services to advertisers and publishers across the region.

DAC said it expects the RTB market to be the “next frontier” for advertisers, with Innity adding that the partnership will result in “substantial growth” of the ad market across Asia-Pacific.  

Innity CEO Phang Chee Leong said RTB has taken time to gain a foothold in Southeast Asia largely because “very few have the expertise to the use the platform effectively”.

He added, “There is slight awareness among advertisers, agencies, and publishers about DSPs and SSPs, and we’re confident that with the proficiency and experience of DAC, we will be able to educate and steer the RTB market forward.”

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