HONG KONG: Yahoo Hong Kong is launching a new programmatic buying platform called Yahoo Ad Manager Plus (YAM+), which the internet giant expects to tap into the huge amount of data generated by its 4.6m users in the territory.

According to Rico Chan, vp and general manager of Yahoo Hong Kong and INSEA sales, research shows that more than 70% of advertisers in Asia will be buying programmatically in 2015.

Furthermore, programmatic spending will constitute more than 20% of total digital spend, he asserted in comments reported by Campaign Asia.

"We used to offer a managed service for programmatic, where users were segregated into segments and then inventory would be purchased for the Yahoo network," he said.

"Now we can marry our own data with affiliate partners and external sites to extend our reach and insights," he added.

Advertisers will be able to leverage the company's smart data, insights, analytics and premium inventory as well as being able to "aggregate inventory like a trade desk".

Chan said that by coupling first-party data with third-party and mobile insights, "ads will be delivered based on their purchase intent at the right time".

Tumblr, the microblogging platform which Yahoo acquired in 2013, is also introducing a beta version in traditional Chinese and that may become part of the programmatic platform.

Yahoo's plan to introduce YAM+ to the market is the latest in a series of initiatives aimed at making it easier for marketers to buy ads and to target different audience segments.

It launched Yahoo Audience Ads over a year ago to give advertisers direct access to its advertising products and, just a fortnight ago, declared its aim of becoming a mobile-first company with the launch of a new suite of tools for app developers.

Data sourced from Campaign Asia; additional content by Warc staff