Mindshare launched the Programmatic Buying Unit, Ultra for Unilever in Asean. Mindshare and Unilever have launched Unilever’s programmatic desk, Ultra in Singapore to drive programmatic planning and buying for Asean.
Speaking on the association, Rahul Welde, VP, Media, Unilever said, “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.”
Both teams have been working together for the past few months to test and understand the available technology stacks and the right set of partners to power Ultra. The desk has been set up with a view to work with the best of breed technologies and capabilities. The setup also allows for constant experimentation and drives an agile way of integrating the technologies available.
Commenting on the development, Gowthaman Ragothaman, COO, AsiaPacific, Mindshare, said “Ultra is unique. It is a built for purpose programmatic unit with agile planning at its core with capabilities to manage real-time triggers living up to our core philosophy of Adaptive Marketing.”
The key focus for Ultra will be to drive digital media quality measures around complete view ability, transparent brand safety, high in-target delivery and strong fraud avoidance.
