Mindshare has launched a programmatic buying unit, Ultra, for Unilever in ASEAN.
The desk has been launched in Singapore for programmatic planning and buying for ASEAN markets. Mindshare and Unilever teams have been working together for the past few months to test and understand the available technology stacks and the right set of partners to power Ultra, informed an agency statement.
It added that Ultra is powered by custom-built audience profiling algorithms, capable of delivering multi-format assets across screens.
The key focus for the unit will be to drive digital media quality measures around viewability, brand safety, in-target delivery and fraud avoidance.
The desk was soft-launched in October 2015 and has been in beta mode since then.
Rahul Welde, VP, media, Unilever, said, “The world of advertising is seeing continuous disruption and it is important we embrace and integrate technology into how we operate. I am excited about the potential of Ultra and keen to see this as integral to our digital marketing efforts in the region.”
Gowthaman Ragothaman, chief operating officer, Asia Pacific, Mindshare, said, “Ultra is unique. It is a built for purpose programmatic unit with agile planning at its core with capabilities to manage real-time triggers living up to our core philosophy of adaptive marketing.”