IPG Mediabrands and HIVE to offer Malay Local programmatic market

In a bid to help marketers reach audiences that identify as Malay, IPG Mediabrands and HIVE have launched Malay Local, a social programmatic marketplace.

With over 1 million followers and a monthly reach of 62 million, HIVE runs social communities such as Raja Lepak, The Bikers Ranger, Sinaran Wanita, MNation & Raja Cuti.

Malay Local will be a marketplace that allows advertisers to contextually reach audiences that identify as Malay, a key variable that was primarily left to chance.

“Malay affinity clusters have been a recurrent and previously unfulfilled ask in this market, and Malay Local aims to bridge that gap in the digital and social space," said Abhishek Bhattacharjee, chief digital officer at IPG Mediabrands Malaysia. "With a social audience marketplace, advertisers no longer need to depend on probabilistic targeting, but can now reach out to desired audiences more effectively.” 

Adrian Sng, chief executive officer of HIVE, said the partnership is an important milestone. "It’s a brand new space and opens up new frontiers for the inventory that we own," he said. "With the technology Mediabrands brings to HIVE, we are certain we can now become more effective for advertisers, and provide marketers an opportunity for their brands to reach people in the most relevant way possible. Targeted, segmented and engaged."