OLX South Africa has team up with 365 Digital, who’ll now handle sales for the horizontal’s premium and programmatic advertising options.

According to its LinkedIn profile, 365 Digital exists to provide publishers superior end-to-end service and technology while offering advertisers and agencies access bespoke advertising opportunities and marketplaces of premium ad inventory. The company launched a premium programmatic private marketplace in 2017 and OLX has now essentially been added to its list of properties. Other South African properties available on the marketplace include news sites  EWN and IAfrica.

Naspers-owned OLX Group claims to be the fourth-largest publisher in the world with a “mission to “make it super easy for people to buy and sell almost anything, promoting prosperity in local communities.” In a news statement,  365 Digital said this, along with OLX SA’s monthly traffic of 2.5 million visitors presents “a goldmine for advertisers,” and “a wealth of purchase intent data.”

The deal will allow brands to design messaging across the purchase journey. A user looking for pet-friendly rentals, for example, will be shown ads for dog food. Because of OLX’s strong security measures – like user verification – advertisers get peace-of-mind that they’re advertising their products or services on a trusted platform.

“The partnership allows a seamless integration with our system and gives us the opportunity to operate in a highly collaborative manner,” OLX country manager Mark Kritzinger said.

“The addition to 365 Digital’s already robust premium publisher marketplace is a perfect enhancement to premium campaigns not only in quality of inventory, but also scale and efficacy,” commercial director Julian Jordaan added. “There are very few publishers that have the capability and brands solutions that OLX has; such as their in-market purchase intent data and the dynamic rich-media creative solutions.”





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