Rubicon Project has announced that it has executed an agreement to enable Asiaray to programmatically sell its digital out-of-home (DOOH) and video inventory across Hong Kong and Singapore using Rubicon Project’s technology platform.
This will include providing buyers access to digital inventory across the 32 new train stations on Singapore’s soon-to-be operational Thomson-East Coast Line, displaying responsive advertisements that can adapt quickly to the time of day, weather or other commuter dynamics.
Asiaray’s DOOH screens are equipped with traffic analytic technology which provides audience segmentation and verification measurements that empower next-generation DOOH campaigns. These capabilities will be combined with Rubicon Project’s strong demand-side platform (DSP) connections; robust technology platform; and DOOH-specific flag Impression multiplier, which takes into account the size of the audience in the vicinity of the DOOH screen; to enable Asiaray to package their audience information and offer it in real-time to connected buyers.
The partnership with Rubicon Project will enable Asiaray to make brand-safe inventory available to DSPs, trading desks, and the tens of thousands of advertisers they represent, to monetise their audience and to automate the process of packaging, negotiating, and executing reserved premium buys. Buyers across the Asia Pacific market will benefit from the transparent auction dynamics provided by Rubicon Project.
Rubicon Project country manager Asia Pacific Yogesh Sehgal commented: “Digital out-of-home is a rapidly growing channel for reaching audiences in our region, creating an opportunity for marketers to achieve more unified campaigns. This partnership with Asiaray will deliver exceptional reach and enable data-enriched buying options for advertisers looking at DOOH to achieve their campaign goals.”
Asiaray chairman and executive director Vincent Lam said: “We are delighted to partner with Rubicon Project which allows us to further expand our business scope in the high-potential DOOH market as well as develop business in both Singapore and Hong Kong. Given the rapid growth of DOOH, we believe the cooperation will generate greater synergies and achieve a win-win outcome. Looking ahead, we will look for more cooperation opportunities and strive to further develop our online and offline strategies.”
