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PubMatic ties with AlikeAudience to offer sell-side audience targeting to media buyers in Indonesia

Sydney, Australia – Programmatic digital advertising company PubMatic has partnered with audience intelligence platform AlikeAudience to enable advertisers in Indonesia to access quality audience data on the supply side.

Aside from Indonesia, the partnership is also for key markets Australia and Japan. It aims to expand the reach of Connect, PubMatic’s differentiated audience solution that leverages addressable signals from across the internet to help data owners drive monetisation and help media buyers drive performance. Connect allows media buyers to leverage a portfolio approach to addressability.

AlikeAudience offers bespoke demographic, interest, and transactional data and has more than 7,000 audience segments in the US, Australia, Japan, and SEA, across a wide range of industries, including FMCG, automotive, and financial. The company has substantial operations in APAC and the U.S. and assembles its audience data from exclusively consumer-consented CRM data, billions of unique mobile signals, and transaction data from multinational credit card companies.

Moreover, AlikeAudience has been operating in the APAC market for the past five years, working primarily with demand-side platforms (DSPs) across the region, and this partnership makes the company’s high-value audience data available on the supply side for the first time.

Brandon Lee, PubMatic’s director of data and audience for APAC, commented, “We believe that working directly with PubMatic gives media buyers greater control over data, along with higher match rates and better campaign performance. Our proximity to publishers and consumers means fewer hops around the ecosystem, making SSPs uniquely positioned to help brands reach audiences at the right place and time.”

Meanwhile, Bosco Lam, AlikeAudience’s founder and CEO, believes that advertisers will benefit from access to PubMatic’s quality mobile app media inventory, coupled with unique audiences created through packaged deals from the supply side.

“Advertisers are seeking to ensure their digital advertising campaigns are privacy-compliant and do not utilise personally identifiable information, and that has been our competitive advantage. We believe brands can reach the right audiences with all of the right data privacy practices in place,” said Lam.

In June 2022, PubMatic has announced that all of its global data centres are now powered by fully renewable energy. The company achieved this significant milestone as it embarks on a comprehensive, multi-pronged sustainability plan by the end of 2022.