Telkom, WPP Media Indonesia partner to strengthen Indonesia’s data-driven advertising ecosystem

Indonesia – Telkom and WPP Media Indonesia have signed a Letter of Intent (LoI) to formalise a strategic collaboration aimed at driving innovation in data-driven advertising and enhancing the value of Indonesia’s digital advertising ecosystem.

Under the partnership, both parties will jointly develop data-driven advertising innovations by leveraging telco and market data to strengthen digital advertising capabilities. The agreement also highlights their shared commitment to upholding data security and integrity in line with Indonesia’s Personal Data Protection Law (UU PDP), as well as implementing governance measures to ensure compliance and trust in data use.

Sri Widowati, CEO at WPP Media Indonesia, described the collaboration as a significant move toward advancing the country’s advertising landscape. She said the partnership combines Telkom’s technology and WPP Media’s expertise in data and media performance to redefine effective advertising and help shift focus “from impression-based metrics to measurable business outcomes.”

“Our goal is to empower businesses with smarter, insight-led strategies rooted in local relevance and to help position Indonesia as a global leader in data-driven marketing innovation,” she added. 

The signing took place during the AdXelerate Executive Connect event hosted by PT Telkom Indonesia (Persero) Tbk, through its subsidiary PT Metra Digital Media (MDMedia). The event underscored TelkomGroup and WPP Media Indonesia’s joint goal of fostering an effective, secure, and sustainable digital advertising ecosystem.

Telkom’s AdXelerate—billed as Indonesia’s first telco data-based programmatic advertising platform—aims to help advertisers reach audiences more precisely through data analytics supported by Telkomsel’s extensive subscriber base and local publisher network.

In her address, Dian Siswarini, president director of Telkom, said the company’s role in digital transformation includes ensuring that infrastructure and services bring equitable benefits to society. She noted that digital advertising continues to be a key driver of Indonesia’s digital economy, with the market projected to reach IDR 140 trillion by 2028. 

“We understand that the foundation of any strong digital ecosystem is reliable infrastructure. Telkom is committed to continuously providing digital infrastructure capable of reaching various segments of society. Furthermore, we continue to provide digital services and solutions relevant to current industry needs, including AdXelerate,” Dian stated.

Telkom’s director of strategic business development and portfolio, Seno Soemadji, emphasised that the rise of data-driven marketing is transforming advertising from “an art into a science”, where decisions are informed by analytics rather than intuition. He said AdXelerate serves as a platform that unites data, technology, and the TelkomGroup ecosystem to deliver measurable results.

Meanwhile, Telkom’s director of enterprise and business service, Veranita Yosephine, noted that data-driven approaches ensure marketing strategies remain relevant and accurate across industries and regions, adding that AdXelerate enables businesses to run communication programmes aligned with their strategic objectives.