Jakarta, Indonesia – Independent marketing cloud company InMobi and Indonesian telecom provider Telkomsel have announced a partnership together to aid in improving the mobile marketing experience for brands in Indonesia. Said partnership brings together the big data capabilities from Telkomsel and the end-to-end marketing solutions of InMobi to help brands deliver personalized communications at scale.
Through the partnership, Telkomsel’s mobile-first audiences will be available for programmatic media buying on the InMobi Exchange. The partnership also gives brands the ability to run surveys on Telkomsel audiences and deepen their understanding of consumer perceptions and preferences. The insights will be powered by InMobi’s AI-driven mobile-first consumer intelligence platform Pulse.
Rishi Bedi, VP and GM for Southeast Asia, Japan and Korea at InMobi stated that brands can activate both branding and performance campaigns, while leveraging InMobi’s deep programmatic expertise, creative capabilities, and transparent technology to try to engage and acquire their customers.
“The third-party cookie deprecation is expected to bring about a fundamental change in the digital marketing ecosystem. And, despite the delay in the final enforcement, we are seeing marketers starting to focus on building sustainable consumer marketing strategies. Through this partnership, brands will be able to target pristine, always-on Telkomsel audiences programmatically on InMobi Exchange via their preferred DSP platform,” Bedi said.
He added, “As mobile continues to dominate in terms of media time spent and grow rapidly as the preferred channel for commerce, we are doubling down on our focus on helping brands enhance their mobile marketing maturity. This partnership is another step in our endeavour to ensure that brands find solutions for the new world and are able to transition seamlessly into the era of privacy-first marketing.”
Meanwhile, Rangga Gandina, GM for data solutions business and partnerships at Telkomsel, commented that they are excited to help brands unravel the potential of their own big data and enhance every brand’s consumer insight and mobile audience strategy. He added that while consumers are completely mobile-first today, brands are yet to get their audience strategy right for this medium.
“The Telco big data combines contextual consumer insights from Telkomsel’s owned and operated platforms and other services to power deterministic audiences behavior with customer-centricity insight, in a privacy-compliant manner according to Indonesian regulation,” Gandina said.
InMobi previously announced its partnership with Gojek, a mobile on-demand services and payments platform, to enhance advertising, consumer intelligence and identity resolution for brands in Southeast Asia.
