Country for PR: Hong Kong
Contributor: PR Newswire Asia (Hong Kong)
Friday, April 21 2017 - 08:00
Hotmob Launches ALCANZAR: A Demand Side Platform With Brand-Protection Strategy In Place
HONG KONG, Apr. 28, 2017 /PRNewswire-AsiaNet/

Hotmob, the leading mobile marketing company, today announced its safety-first 
demand side platform (DSP) with brand-protection strategy in place to safeguard 
advertisers' brands from appearing next to unsafe content.

Programmatic media buying enable advertisers to source huge volumes of 
inventory from ad exchanges and networks to reach targeted audience globally. 
However some brands would find that their ads appear on questionable websites 
or next to unsafe content that could damage a brand's reputation. According to 
a Media Quality Report in 2016 by Integral Ad Science (IAS), it is estimated 
that around 8% of all digital display advertising and 11% of digital video had 
the potential for brand risk.

Brand safety has always been an unresolved issue, as revealed last month by The 
Times newspaper that a number of major brands were advertised on extremist 
videos on YouTube. Brands such as Mark & Spencer and HSBC, along with media 
buying agencies like Havas UK reacted immediately by pulling out their ads from 

Hotmob CEO Johnny Wong responds to the issue, "We understand that brands are 
highly concerned about their ads showing next to inappropriate content. That is 
why Hotmob have brand-protection strategy in place with different levels of 
evaluation to assess the contents of website and apps served through ALCANZAR 
our proprietary demand side platform (DSP). Advertisers can be assured that 
their ads are protected from unsafe content with appropriate measures."

ALCANZAR is a safety-first demand side platform (DSP) with a focus on providing 
quality inventory. It offers unique targeting features allowing advertisers to 
set specific targeting audience segment based on the user ID, location, time 
slot, device, contextual categories and more. Advertisers may also integrated 
their first-party data into Hotmob's data management platform (DMP) to execute 
retargeting campaign and extend audience.

About Hotmob

Hotmob is the leading mobile marketing company that operates a hybrid mobile 
advertising marketplace to offer premium and performance-driven mobile 
advertising solutions, which are facilitated by proprietary advertising 
technologies and robust ad-serving platforms to meet the growing demand from 
businesses across Asia.

Diana Kwok

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SOURCE:  Hotmob Limited