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More accountable online advertising platform

  • From left: Utusan Media Sales Sdn Bhd chief executive officer Mohd Yazid Ahmad, China Press assistant editor-in chief cum digital media chief Loh Yee Wei, Star Media Group Bhd group chief operating officer Datuk Calvin Kan, NSTP (Malaysia) Bhd chief executive officer and Malaysian Newspaper Publishers Association chairman Datuk Abdul Jalil Hamid, The Edge Communications Sdn Bhd chief commercial officer Sharon Teh and MCIL Multimedia Sd Bhd chief executive officer Keu Tien Siong. Photo courtesy: Sin Chew Daily

KUALA LUMPUR, Nov 23 (Sin Chew Daily) -- Five leading media groups in the country, namely Media Chinese International Limited, Media Prima Bhd, Star Media Group Bhd, The Edge Communications Sdn Bhd, Utusan Melayu Malaysia Bhd, signed a memorandum of understanding today for the establishment of Malaysia Premium Publishers Marketplace that will provide advertisers and readers more transparent, fair and high quality online advertising and reading services.

MCIL Multimedia Sdn Bhd chief executive officer Keu Tien Siong told the media after signing the MoU that in the past, online advertisements were placed randomly and could end up on irrelevant sites carrying inappropriate contents of pornographic, racist or subversive nature.

The new platform will bring together major media groups in the country in drawing up a more transparent and fair system for online advertisements, allowing clients to know exactly where and when their advertisements will appear.

Keu said due to the varying needs of participating media groups, it took them three to four months to reach a consensus.

He added that under the existing model, a big chunk of online advertising revenue would go to Facebook or Google, while the new platform promises better use of advertising revenue for the enrichment of contents to benefit the reading public. The new model will also handle viewership data more transparently in the absence of manipulative robotic clicks

"To protect the interest of participating media, we will appoint an independent third party operator to run the system.

"We are currently still at the request for quotation (RFQ) stage, and hope to have the platform running by mid-February or around Chinese New Year," Keu added.

 

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