IPG Mediabrands and HIVE have launched a social programmatic marketplace, Malay Local, which allows brands to target Malay affinity audiences on social platforms.
HIVE owns major Malay affinity social communities such as Raja Lepak, The Bikers Ranger, Sinaran Wanita, MNation & Raja Cuti. The company’s platforms has over a million followers and over 62 million in reach a month.
This follows IPG Mediabrands’ SpringCreek retaining the Digi account and the launch of Society Singapore.
This marketplace aims to address demand from advertisers to accurately reach out to Malay affinity audiences, which have been previously targeted through a probabilistic approach.
Source: The Drum
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