Australian-founded media-buying platform Brandscreen has sealed a multimillion-dollar “landmark deal” with a major software development business in China.
The 2007-founded demand-side platform (DSP), which is used by digital agencies, brand advertisers, and media trading desks, has inked a deal with Bejing-based ChannelSoft. The move has boosted the Sydney-based business' coffers so much that it is set to double its team of engineers – taking it to 16 – making a combined team of about 25 in Sydney.
While Brandscreen CEO Rob Manning and COO Neil Anderson wouldn't be drawn on the specifics of the contract, they said it was a "landmark deal”. AdNews understands the revenue runs into several millions of dollars per annum.
Manning says the move by one of China's leading SaaS service providers, to export Australian designed and developed software for its DSP is a bold shift set to ignite the Chinese advertising market.
The duo will jointly develop Chinese digital out of home and the independent DSP for the large enterprises market – meaning that Brandscreen's tech will be rolled out to ChannleSoft's top 200 clients.
“The win-win co-operation of our two companies will bring not only innovations to DSP applications, but vitality to China's DSP market and will promote the development of China's DSP market,” Manning says.
Manning adds that the collaboration was inspired by the recent Chinese Australia Free Trade Agreement announced by the Australian government, and Chinese President Xi Jinping's visit in late 2014 to Australia.
“With intensive competition among many DSP providers, internet advertising served by DSP reached a scale of 5.86 billion RMB at the end of 2014. However in China, the digital out of home sector and independent DSPs for large enterprises 'is still a blue sea'”, he says.
“The Chinese market has seen a rapid trending towards DSP solution, which is becoming one of propelling forces to internet advertising and RTB market.”
Manning, who hinted another big global deal is in the pipeline, added that off the back of the news business win Brandscreen is also set to move offices after Easter this year.
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