South China Morning Post (SCMP)’s brand safety and suitability tool, SCMP SIGNAL, has been recognised as one of the 10 most valuable products in technology on the Tech MVP 2021 list.

Business magazine Campaign Asia-Pacific’s inaugural list celebrates the Asia-Pacific region’s most technically innovative products and individuals serving the marketing communications industry. 

SCMP SIGNAL ensures the brand safety of all marketing campaigns and helps to identify content that will drive performance and reach. 

SCMP has built its artificial intelligence-based natural language processing tool right into the editorial workflow. It analyses every article as it is written and passes on key information to the adserver, enabling intelligent placement selections and optimisations in flight. 

Timmy Bankole, SCMP’s associate director of ad operations, says: “Campaigns that use Signal reach up to 55 per cent more users and can receive an 80 per cent uplift in engagement by using context, sentiment and suitability to actively put your ads in the right space at the right time.” 

The most valuable product award category was open to businesses that operate in – or provide a service to – the advertising and marketing industry. The list honours products that have been developed in Asia-Pacific, or significantly tailored for use in the region.

Businesses which submitted entries were assessed across five key criteria: originality, scalability, business strategy, success and continuous investment. The products were judged by a panel of technology leaders using a rigorous process that combined quantitative grading and qualitative analysis.