F.Y.I.

Self serve programmatic platform Match2One launches in Australia and SE Asia

Swedish programmatic trading platform Match2One has launched in Australia, New Zealand and South East Asia with some key appointments to its new Sydney office.

Match2One Europe expands into ANZ and Southeast Asian markets, launching in Australia

Self-serve programmatic platform that optimises larger SME’s and mid-market budgets, leveraging AppNexus’ advertising technology with no minimum spend, now available

Match2One, the leading provider of self-serve premium programmatic advertising technology for Europe’s larger SME’s and mid-market advertisers, is announcing its international expansion as Mark Ryan and Chris Smith join as Managing Partners of its APAC business based in Sydney, Australia.

The Match2One self-serve programmatic platform addresses a critical gap in the market for larger SME’s and mid-market advertisers. Their digital media budgets limit their access to large media agency technologies; while the high spend requirements and complexity of major programmatic platforms restricts these advertisers from working direct. Often these larger SME’s and mid-market companies must engage smaller agencies or manage their digital media in-house, with campaign budgets limited predominantly to search and social channels.

Match2One provides purpose-built machine learning that has been designed to optimise smaller programmatic budgets. The platform automates many of the manual tasks of a media agency or an in-house ad ops team, allowing larger SME’s and mid-market advertisers to increase their internal efficiencies. The Match2One self-serve programmatic platform leverages the power of AppNexus, a globally-recognised internet technology company, that enables and optimises the real-time sale and purchase of digital advertising.

With no minimum spend required, Match2One accommodates the programmatic budgets of larger SME’s and mid-market advertisers. It also provides class-leading fraud detection, full transparency on media commissions, and reports on the cost of ads and where they appeared. With Match2One automating the management of complex programmatic campaigns via a user-friendly interface, advertisers that have used agencies in the past can now manage their digital media in-house without requiring previous experience or dedicated staff.

Specialist features that Match2One’s self-serve technology provides to larger SME’s and mid-market advertisers includes the ability to set performance goals across CPA, CPC and CPM for both prospecting and retargeting programmatic campaigns. The platform’s machine learning technology works around the clock to optimise ad placements across thousands of relevant mobile and desktop websites to achieve campaign outcomes. In addition, marketers can produce IAB-compliant HTML5 creative within the platform, then easily produce different versions for A/B testing without incurring high production costs.

Match2One was founded in 2015 by Mikael Kreuger, Ted Sahlström and Michael Dewhirst (former CTO of mobile ad tech StrikeAd, acquired by Sizmek in 2015). Since its launch Match2One has grown rapidly, now serving hundreds of advertisers in over 10 European markets including the UK, Germany and Sweden.

Co-Founder and CEO Mikael Kreuger said, “Having worked in the Australian digital media industry for five years, I saw that high-end programmatic platforms were only available for major brands via large media agencies. We wanted to shake things up, and give advertisers who sit below the major spenders the transparency and control of managing their programmatic budgets in-house. We’re excited to extend our offering to the APAC market, and replicate our European success”.

The Match2One APAC business will be led by Mark Ryan, most recently CEO of listed mobile ad tech outfit Snakk Media and Australian COO of creative shops Havas and Ogilvy; and Chris Smith, former Head of Digital and Head of Media at Foxtel, who brought Foxtel’s programmatic trading in-house in 2014.

Chris Smith, Managing Partner of Match2One APAC, said “The decision to bring programmatic media in-house at Foxtel was about obtaining transparency and control over what we were buying, and we could do it due to our size. Until now there haven’t been any self-serve solutions that allowed larger SME’s or mid-market advertisers to easily manage sophisticated programmatic strategies and creative options in-house. The Match2One platform now offers these smaller advertisers the same transparency and control that the biggest brands desperately want. We haven’t seen anything else quite like it in the local market.”

Mark Ryan, Managing Partner of Match2One APAC, said, “What caught our eye with Match2One was their single-minded focus on providing a programmatic capability that extracted strong results from smaller budgets. While local advertisers are already showing interest in the platform, independent creative and media agencies also see Match2One as a great way to add value to their client relationships. It’s going to be a busy year ahead of us.”

To ensure APAC advertisers and ecommerce partners are supported strongly from launch, the Sydney team includes Mosse Sahlström, Match2One’s most senior customer success & partnerships manager, who is relocating from the company’s Head Office in Sweden. The focus for the new APAC business will be the Australian market, with offices in New Zealand and Southeast Asia planned from mid-2018.

From a company media release

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