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Thai publishers launch advertising alliance OPPA

.OPPA, Thailand’s online publisher co-operative, was launched on May 19, allowing brands to access an inventory from some of the country’s media properties via the programmatic technology. OPPA has selected D.A. Consortium Inc (DAC) and Innity as its official consultant and technology partner respectively to handle all its digital advertising inventory.

OPPA brings together 12 of Thailand’s publishers which are BEC-TERO, Dek-D, Kapook, Manager, MThai, Nation, OTV, Pantip, Post Today, Sanook, SiamSport, and Thairath. Combined together, OPPA has a monthly reach of over 1.8 billion page views and five billion ad impressions. OPPA reaches 70 per cent of the internet population in the country,

Through the new co-operative, Innity’s self-serve technology gives advertisers direct access to OPPA’s pool of highly engaged 100 million monthly active users, allowing them to effectively target their ideal audience based on precise audience segments. With partners sharing their first-party data, OPPA will also be able to offer advertisers the ability to truly understand their audience, delivering campaigns to granular audiences, and creating deeper connections with readers. Advertisers will be able to liaise with just one point of contact via the Innity self-serve platform for all publishers within the alliance.

The co-op also aims to encourage the adoption and education of automation in Thailand’s digital media industry and enable the publishers to compete with larger digital competitors.

Fabian Looa, COO and co-founder of Innity, commented, “We are excited that OPPA has selected Innity, with our self-serve platform, as its technology and automation partner. Co-operatives are a proven way for publishers to aggregate their inventory and compete effectively in the digital space. The launch of OPPA will further fuel the growth of digital advertising spend in Thailand. We are happy to be a part of this initiative to increase the programmatic transactions of high quality premium inventory in Thailand.”

“In the global digital advertising market, there is a growing trend towards audience targeting and programmatic buying. Major global platforms which are innovating in these areas, play a big part in pushing the growth of digital ad spend. Amidst the global emergence of data marketing, however, the Thai market still lacks a trustworthy and scalable inventory pool offering quality data to advertisers. Through OPPA, our team of publishers are eager to rectify this situation and bring quality data, as well as inventory, to the table,” said Waroros ‘Note’ Rojana, co-founder and CEO of Dek-d Interactive.

“Thailand currently does not have a qualified and scalable inventory pool that utilises valid data. Furthermore, apart from first-party data, there is very little data available in the market. The inventory and data OPPA aims to provide will be able to address this need and offer innovative and open-minded marketers with additional options to run effective campaigns. In other words, OPPA will help publishers grow their business by using the assets they already own, which are premium advertising spaces, audiences, and data,” said Henry Liang, head of strategic partnerships and businesses, Sanook Online.

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