2017/4/28 13:07


AsiaNet 68235

【香港2017年4月28日PR Newswire】ホットモブ(Hotmob)は20日、品質、ブランドセーフティー、透明性を重視したセーフティーファーストのデマンドサイド・プラットフォーム(DSP)を発表した。

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Diana Kwok




Hotmob Launches ALCANZAR: A Safety-First Demand Side Platform


HONG KONG, April 20, 2017 /PRNewswire=KYODO JBN/ --

Hotmob today announced the launch of a safety-first demand side platform (DSP)

which focus on quality, brand safety and transparency.

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In the wake of recent reports on display and videos ads running next to unsafe

content on YouTube, major brands and media buying agencies reacted by

suspending their advertising budget from Google's programmatic solutions. As a

result of brand safety concerns, Hotmob launches a safety-first demand side

platform to address such issue by customizing its brand protection strategy for


Hotmob CEO Johnny Wong said, "We understand how important brand safety is for

brands and advertisers as we have over 10 years of experience in managing and

serving premium digital advertising. We have a whitelist established with

hand-picked apps and websites to ensure ads are delivered in safe environment

through our DSP."

Hotmob developed a proprietary safety-first demand side platform (DSP) named

ALCANZAR with a focus on providing quality inventory, safeguarding brands by

applying category filters and content parameters to measure whether a

publisher's content meets the brand's specific needs. Both pre-bid and post-bid

screening is applied to increase brand-safety controls by allowing advertisers

to screen the URL or site section, therefore offering more transparency on

where ads are running.

One of the unique features of ALCANZAR is that ad inventories are purchased in

real time with smart bidding algorithms and price optimization. That is, only

the necessary impressions are purchased at the best possible price point. The

DSP platform adopts contextual ranking powered by artificial intelligence

technology to analyse millions of ad inventory in apps and websites and

determines the most relevant placement to a brand's product or service.

Advertisers can access more than 10 billions of ad slots each day from multiple

inventory sources across major global ad exchanges including Google, YouTube,

Smaato, Pinyou and more. Online display, video and mobile ad inventories can be

bought on CPM basis and the ad formats are compliant to IAB and international

standards, hence maximizing the reach to targeted 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



SOURCE: Hotmob Limited