In 2009, after years of working at and starting companies in online advertising technology, e-commerce, management consulting, real estate investment and property management, the founders of Admaru came together to focus on and solve a unique problem. We noticed that, despite a population growth of 61% between 2000 and 2013 and household income growth of 97% during the same period (data updated as of 2014), the online advertising market for the Asian-American segment was virtually non-existent.
The dearth of available digital marketing tactics was especially pronounced among the "in-language" segment (those who consume information primarily in their native language, rather than English), which signaled a potentially attractive opportunity. Considering that 75% of Asian American adults are immigrants and a solid majority of Asian Americans prefer to consume in-language media content, we soon realized that the growth was being hampered due to several key advertiser challenges: lack of quality inventory, lack of scale, and lack of transparency.
Even though the number of local (US-based) in-language media outlets had exploded during the first decade of the 21st century, multicultural marketers were having difficulty reaching their target audience through quality properties at scale, with the level of sophisticated measurement analytics they had come to expect in the general market.
Admaru's response to that challenge was to quickly create a robust base of exclusive and/or selective inventory representation deals with the leading online publishers in China and Korea for their US-originating traffic. Having solved the supply side of the equation, we were able to attract interest from the global brands interested in reaching the Asian-American demographic at scale.
As of 2015, we not only represent a number of premium, exclusive publishers, but also serve our clients via access to more than 50 US and Chinese ad exchanges and by providing data-based audience buying services for the increasingly sophisticated programmatic buyer.
In Q2 of 2015, we launched the Maru Platform, a one-stop, multi-language media buying interface that puts all our premium inventory and DSP inventory in one place, delightfully integrated with all the largest ad exchanges in China and the Untied States.