In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: MCN & AOL unveil programmatic TV marketplace; YuMe opens China offices with local partnerships; Southeast Asian group takes controlling stake in MediaQuark; China's Madhouse gets BlueFocus funds; and Lazada inks deal with Neteven.

Australia's MCN & AOL unveil programmatic TV marketplace

AOL Platforms and Multi Channel Network (MCN) have set up a programmatic private marketplace for television, as part of efforts to integrate media, automation, and data for TV programmers.

AOL President Bob Lord said in a statement: "Whatever can be automated will inevitably be automated, especially TV. Data is the main driver of this shift in marketing, and AOL, in collaboration with MCN, has put together the blueprint model for how television will adopt programmatic globally and align digital with TV.

"The initiative combines the media, automation, and data at scale necessary to drive real value for marketers and a much greater efficiency and yield for TV programmers," Lord said.

The launch follows plans, first announced in October 2014, by the two companies to build a programmatic platform for TV, called MCN Programmatic TV. Available since May 2015, the platform integrates AOL's ONE programmatic TV offering with MCN's Multiview panel, which generates first-party viewership data anonymously from 110,000 homes.

Four agencies, including Dentsu Aegis Network's Carat and OMD, already are tapping the new platform, allowing them to push campaigns across a range of linear broadcast channels such as Sky News, NatGeo, and MTV.

According to MCN's national sales director Mark Frain, automation provides advertisers an "easier, more efficient, and smarter way" to buy television, while data analytics pave the way for better targeting and data-driven advertising strategies.

YuMe opens China offices with local partnerships

The digital video advertising services provider has entered the China market with offices in Beijing and Shanghai, and ties with local publishers and industry players.

YuMe said its links with Chinese publishers include CIBN Oriental Network, Shanghai iSmarTV Network Technologies, and Wukong TV. It also has partnerships with ad verification services providers, such as AdMaster, Miaozhen Systems, and Nielsen-CCData, the company said, adding that its partner network would support its range of service offerings that include Connected TV, mobile advertising, and third-party measurement tools.

YuMe Co-founder and CEO Jayant Kadambi said: "Our presence in the country's two most important media markets and partnerships with these publishers and measurement and verification companies show our commitment to growing our business here."

Southeast Asian group takes controlling stake in MediaQuark

Q1 Group has acquired a controlling stake in the ad tech company, which says the investment will go towards accelerating product development and beefing up its programmatic capabilities.

In particular, MediaQuark said, the financial injection would drive development in natural language processing and binary compression, both of which had provided competitive advantage for the company. It further pointed to plans to launch a free data-management platform, called datajar, later this year.

Following the announcement, current MediaQuark CEO Tom Simpson will assume the role of group chief strategy officer and drive commercial and acquisition efforts across Q1 Group's programmatic business. Simpson also will be overseeing the launch of Ambient Digital's programmatic arm, Ambient Exchange.

"In joining Q1 Group, we are excited to provide a boost to the data and audience targeting capabilities across these highly dynamic Asian markets," he said. "This investment is also another step towards growing a global ecosystem for data-driven buyers and sellers and will allow us to accelerate our product roadmap, especially around the launch of datajar."

China's Madhouse gets BlueFocus funds

The Shanghai-based mobile ad company says it has received US$80 million in funds from local marketing services company, BlueFocus Communications, and will be tapping the investment to expand overseas.

With a current headcount of 250 employees across six offices in China and India, Madhouse said it would continue to operate independently and focus on mobile ads and data-driven programmatic buying. Current chairman and CEO Joshua Maa also will remain in his current role.

BlueFocus Mobile Internet CEO Fei Pan said: “With its seasoned experience and premium media leverage recognised by the market in the last decade, Madhouse is a perfect match for BlueFocus. We would like to share third-party resources and mobile ad technologies with Madhouse upon this partnership."

Maa added that the two allies shared the same vision of driving a mobile-centric strategy and global expansion. "The next 10 years we will continue to focus on leveraging our mobile ad technology, data-driven programmatic buying, and accelerate our international expansion." Elaborating on the two companies' partnership in another statement, he said: "This strategic partnership is a all-win for mobile premium publishers, agencies, and brand advertisers. We will share both supply and demand side resources and build up a complete mobile advertising ecosystem."

Lazada inks deal with Neteven

The Southeast Asian ecommerce operator has formed a partnership with Neteven to provide a platform on which European retailers and brands can peddle their wares to consumers in this region.

Teams from both companies had been working to integrate Lazada's API with Neteven's own trading system, which would enable the latter's customers to manage Lazada's sales cycle through its platform.

Lazada Group's cross-border CEO Aimone Ripa di Meana said: "We see tremendous potential in Southeast Asia as consumers continue to embrace online shopping, largely facilitated by the rise of the internet and an increasingly mobile presence. The time is now for brands and retailers in Europe to grow and build a future in Southeast Asia."