Sociomantic Labs, a programmatic display advertising solutions player, has expanded its Asian reach by launching operations in Shanghai, China. This closely follows the launch of its operations in Taipei, Taiwan — both with the purpose of delivering more localised services to the markets of Greater China.

The move would also make China its sixth base in the region, coming after other launches beginning with Mumbai in 2013, followed by Singapore, Jakarta, Ho Chi Minh and Taipei.

The company believes that by opening up offices in the region, it is able to offer highly localised services as the close proximity allows it to understand and serve the market better.

It currently has 22 offices around the world that serves global advertisers like British Airways, Zalora and Lazada.

With 557 million mobile Internet users and US$13.98 billion spent on mobile online advertising this year (almost double that of 2014), China is home to one of the largest mobile advertising industries, second only to the US. By 2019, mobile ads are expected to account for 45.4 per cent of the total media ad spending in China. This represents a lucrative opportunity for mobile advertisers who want to reach customers and prospects with personalised display advertising across web, mobile, in-app and social display.

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In APAC, the programmatic industry is fragmented and highly competitive, with small boutique players such as Adskom to giants like Google vying against each other for advertising revenue. So how does Sociomantic Labs differentiate itself from them?

Filling a gap in the market

Ivan Zhou, commercial director for Greater China at Sociomantic Labs said, “There is a gap in the Chinese market for customer-centric, cross-device personalised advertising solutions, and we are excited to step in to fill that gap. I look forward to building out Sociomantic’s Shanghai team to support the region’s largest and fastest-growing market.”

“We have a unique proprietary Streaming CRM technology that leverages on advertisers’ first-party data in real-time to optimise budget efficiency in targetting the right users. We are also the first company to launch flash-free HTML 5 banners, and the company is able to execute universal frequency caps for advertisers running multiple campaigns,” a spokesman for Sociomantic Labs told e27.

Last year, Sociomantic Labs was acquired by dunnhumby, a customer science company that similarly uses data to drive customer loyalty for brands, but with a focus that has been primarily offline. With this partnership, it hopes to be able to collect data from offline shopping behaviour and use it to inform its online marketing strategies.