Indosat and Smaato launch RTB-enabled mobile ad exchange in Indonesia

• Advertisers can connect directly with leading publishers, create more personal ads
• To reach cellular customers, IMX will partner with Indonesian Digital Association

JAKARTA-based Indosat, a member of the Ooredoo Group, and San Fransisco, California-based Smaato have announced the launch of their joint venture called Indonesia Mobile Exchange (IMX) in Indonesia, which they claimed is the world’s first digital exchange platform for mobile advertising with Real-Time Bidding (RTB).
 
IMX provides local and global advertisers with a portal to connect directly with leading publishers in Indonesia and create more personal ads for consumers, Ooredoo said in a statement.
 
To achieve this, it links mobile usage behavioural patterns with existing information processing technology, creating a powerful tool to reach people consuming content on their mobile phone, it added.
 
The launch follows the announcement of Indosat-Smaato’s joint venture at Mobile World Congress in March this year.
 
To reach cellular customers across the nation, IMX will initially partner with the Indonesian Digital Association.
 
Leading Indonesian publishers such as Kompas Gramedia and OkeZone were also on board at launch.
 
“This is a strategic collaboration between Indosat and Smaato, and a game-changer for how we approach mobile advertising,” said IMX chief executive officer (CEO) Citra Agus.
 
“Using the IMX platform, our publisher partners will be able to maximise the monetisation of their mobile ad assets, especially with open access to both local and global advertisers.
 
“Meanwhile, advertisers can accurately narrow down their target market using the integrated mobile user behaviour information, based on their programme usage.
 
“For digital advertising, Indonesia is a market with huge potential and with this platform both advertisers and publishers can take advantage of this breakthrough,” she added.
 
IMX’s OTT (Over The Top) platform will leverage a variety of mobile operator networks, including Indosat’s, working directly with content owners and providers through leading Indonesian publishers.
 
IMX will be supported by Indosat's Digital Services Unit, which also focuses on mobile commerce and mobile payment solutions.
 
Its existing mobile advertising offering, i-klan, which currently sits within its Digital Services unit, will become part of the new joint venture.
 
“This is a great milestone for Indonesia’s mobile advertising sector. The most important factor driving this joint venture was to establish a healthy digital market ecosystem, so all parties can achieve real gains through mutually beneficial relationships,” said Indosat president director and CEO Alexander Rusli.
 
“This not only presents long-term opportunities for business advancements, but also fosters the potential for previously unexplored collaboration between players in the ad-tech space,” he added.
 
IMX will also use Smaato’s Ads Exchange global network, which according to the latter company has contributed nearly five billion monthly impressions in Indonesia alone.
 
“When technological innovation meets with a very large and dynamic market, it will drive even more disruption and innovation in various other relevant fields,” said Smaato CEO and cofounder Ragnar Kruse (pic).
 
“IMX will gain visibility of global mobile advertising trend movements, and our partners will be able to quickly adjust their approach according to these needs.
 
“With such a large population, it is not impossible that Indonesia will someday be a force to be reckoned with in the global market,” he added.
 
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