Under the partnership, finalised in July, Cheil and MediaMath will launch its digital ad buying service in Korea this year with plans to expand into China and Southeast Asia next year.
Cheil expects to eventually extend the partnership across its 37 offices in 32 markets outside Korea.
Shane Park, Cheil's vice-president in charge of its digital division, said in a statement (translated from Korean): "Through the technological collaboration with MediaMath, Cheil is going to strengthen global digital capabilities. Our clients will be able to enjoy even better services through this partnership."
Following this tie-up, MediaMath plans to establish an office in Singapore this November. "We're seeing more and more programmatic buying growth from Southeast Asia, but so far, the markets showing the most potential are Japan, Korea and Australia," said Erich Wasserman, co-founder and GM of EMEA & APAC for MediaMath, in an interview.