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transcosmos inc. (Headquarters: Tokyo, Japan; President and COO: Masataka Okuda; TSE First Section: 9715; hereafter, transcosmos) and Geniee, Inc. (Headquarters: Tokyo, Japan; President: Tomoaki Kudo; hereafter, Geniee) have agreed to joint ventures, and have announced today the launch of the new joint venture company Simba Digital Pte Ltd (Headquarters: Singapore; Managing Director: Kenji Shimoda; hereafter, Simba) which offers Supply Side Platform (hereafter, SSP *1); a digital advertising monetization solution for publishers and mobile app developers in the ASEAN region.

Due to the rapid scaling of the programmatic advertising market in both the United States and Japan, ASEAN countries are expected to be the next economic region to follow this trend. However, while localized strategies are needed in order to succeed, a dominant leader has yet to come forth in this region.

transcosmos and Geniee have formed a business partnership in May 2013, since then they have been strengthening the combination of transcosmos’ ad agency function and Geniee’s SSP “Geniee SSP”. Both sides have agreed to jointly establish Simba in Singapore with district branches in Malaysia, Indonesia, and Thailand to distribute.
Simba is aiming to be the no.1 SSP provider in ASEAN.*1 SSP: abbreviation for Supply Side Platforms, advertising platforms that maximize revenues for media publishers.