TechnologySoutheast Asia

PubMatic partners with Telkomsel, to offer enhanced audience targeting in digital advertising in Indonesia

MARKETECH APAC - June 8, 2023

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Singapore – PubMatic, an independent adtech company, and Telkomsel, the largest mobile network operator in Indonesia, have announced a strategic partnership to provide data-driven digital advertising solutions for brands and agencies in Indonesia.

Through the partnership, Telkomsel will make audience segments based on mobile customer insights, available to advertisers programmatically through Connect, PubMatic’s audience solution. Connect allows advertisers to engage audiences through privacy-compliant solutions — without relying on third-party cookies or outdated strategies. Furthermore, applying valuable audience segments, such as those from Telkomsel, on the sell-side is seen to bring greater efficiency to advertisers’ campaigns.

Audience segments available programmatically through the partnership include a wide range of interest and intent-based segments such as ‘Foodie, Gamer, E-commerce shopper,’ as well as segments based on purchase insights.

“We’re thrilled to be partnering with Telkomsel, a company that shares our vision for a more efficient and effective digital advertising ecosystem,” said Jason Barnes, chief revenue officer for APAC at PubMatic. “With Telkomsel’s telco segments available through PubMatic’s Connect, advertisers will now have access to valuable insights about Indonesian consumers, enabling them to deliver more relevant and impactful advertising campaigns. Bringing audience targeting to the sell-side, via Connect, means buyers can gain greater control over how inventory and data are packaged and transacted to drive the best performance for their campaigns.”

“Telkomsel is committed to providing a better and more integrated digital advertising experience for our customers,” said Arief Pradetya, VP of Digital Advertising and Financial Services at Telkomsel. “By making our customer telco insight data available to advertisers programmatically, we can help brands and agencies make more informed decisions and deliver more effective advertising campaigns.”

In May, global adtech PubMatic has signed a deal with Sweden-based adaptive streaming specialist SeenThis to aid the latter in delivering digital advertising whilst minimising carbon emissions.