Rolling-out the World’s First Digital Mobile Advertising Platform with Real Time Bidding exchange.
Indosat, member of Ooredoo Group, and Smaato today announced the launch of Indonesia Mobile Exchange (IMX) in Indonesia. IMX, a joint venture between the two companies, is the first digital exchange platform for mobile advertising with Real-Time Bidding to launch in the world.
The IMX platform provides local and global advertisers with a portal to connect directly with leading publishers in Indonesia and create more personal ads for consumers. 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.
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 (IDA). Leading Indonesian publishers such as Kompas Gramedia and OkeZone were also on-board for the launch.
IMX CEO, Citra Agus, explained, “We are proud to present this digital mobile advertising innovation. This is a strategic collaboration between Indosat and Smaato, and a game-changer for how we approach mobile advertising.”
She continued: “Using the IMX platform, our publisher partners will be able to maximize the monetization 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 program 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.”
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. Indosat’s existing mobile advertising offering, i-klan, which currently sits within its Digital Services unit, will become part of the JV. The investment forms another pillar of Indosat’s commitment to build a vibrant digital ecosystem in Indonesia.
“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. 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,” remarked Indosat President Director and CEO Alexander Rusli.
Smaato co-founder Ragnar Krusse added that, “This collaboration is very important. When technological innovation meets with a very large and dynamic market, it will drive even more disruption and innovation in various other relevant fields. 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 reckon with in the global market.”
IMX is a product of PT Portal Bursa Digital, and is scheduled to collaborate with other independent cellular operators, advertisers, local publishers, and other Indonesian mobile advertising actors. IMX will also use Smaato’s Ads Exchange global network, which has contributed nearly 5 billion monthly impressions in Indonesia alone, and has connected to more than 340 Demand Side Platform worldwide.
About Indonesia Mobile Exchange (IMX)
Indonesia Mobile Exchange (IMX) is a brand established in April 2015 by PT Portal Bursa Digital. The joint venture between PT Indosat Tbk and Smaato Inc provides digital portal for cellular phones using all Indonesian cellular networks, and directly connects with publishers and digital content providers.