Mindshare has launched a specialist automated ad-trading unit for its biggest client Unilever in Southeast Asia.
Called ULTRA – short for Unilever trading desk – the unit replaces the managed service model the FMCG giant was using previously, working with a number of different firms.
The new unit promises more personalised targeting, and “eradicates the need to rely on opaque reporting and delivery systems to bring in stringent quality measures around viewability, brand safety and audience verification,” Mindshare explained.
“Unilever wants to lead the way for the industry, being one of the largest investors in digital in this part of the world.”
The decision to launch ULTRA, which is already operational in Europe and other markets, came after testing and evaluation of existing partners in Southeast Asia.
ULTRA is capable of delivering multi-format communication assets across all screens – a first of its kind in Asia Pacific, Mindshare claims.
Unilever was among the first advertisers, along with Kimberly-Clark and Ford, to raise concerns over the transparency of WPP’s programmatic and tech giant Xaxis, which does not disclose how much margin it makes on trades.
The non-disclosed model meant that Unilever opted to use a trading desk of its own, which in turn led to Xaxis launching a second trading desk for advertisers wanting more bespoke digital buying solutions.
Rahul Welde, VP of media at Unilever, said in a press release today: “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.”
