Gojek beefs up AI martech offering for ad network with TenMax tie-up

Gojek has partnered with martech firm TenMax.io to provide artificial intelligence (AI) solutions for the ride-hailing company's ad network GoGAN. The AI solution will aid in delivering ad services to consumer brands, merchants, and ad agencies of all sizes in Indonesia. According to Gojek, the tie-up will enable brands, agencies, and merchants to access a one-stop advertising solution to plan, measure, and optimise their digital marketing efforts across social media and content sites.

While TenMax's spokesperson declined to reveal the monetary value of the partnership, he said it is expecting "meaningful media budgets flowing through the platform in the coming two to three years". Gojek's and TenMax's internal teams have already run a handful of pilot client campaigns and the official agency portal will be available to marketers in the first quarter of next year. The rollout will begin in Gojek's biggest market, Indonesia. 

GoGAN's AI will be able to assist marketers in key aspects of programmatic media buying through one-stop shopping cross-channel media buys, where marketers can buy ad spaces on Facebook, Instagram and local websites in just a few clicks. The real-time bidding (RTB) capability aims to ensure advertisers get superior costs per click and impressions to reach their target audiences, Gojek said. Marketers will also be able to view a real-time analytics and performance report-generating dashboard, which will provide brands and agencies insights and allows them to recalibrate marketing strategy.

Antoine de Carbonnel, Gojek's CCO, said that it has engaged with brands beyond the food sectors, including insurance, banking, lifestyle, fashion, and gaming, and it looks forward to working with ad agencies as well to provide innovative solutions to more world brands.

"In collaboration with TenMax.io, we are further reducing the friction of digital media buying, allowing our merchant partners and global brand clients to optimise their digital marketing initiatives of all sizes, powered by our user-base and first-party insights, and the proprietary martech platform from TenMax.io, to create value for the Gojek ecosystem," he added.

Brian Yang, TenMax.io's MD, said that the insights from co-working with Gojek will allow the firm to further train and optimise its RTB algorithm, placing the right contents to the right audiences at the right cost. “With satisfactory initial results, we now work with more partners from the ad agencies world, premium content publishers, and the entire Gojek ecosystem, from global FMCG brands, consumer electronics, to regional SMBs, and MSMEs, to GoGAN platform as a solution for any company in Indonesia and beyond," he added.

Earlier this year, Gojek collaborated with technology-based bank Bank Jago to integrate Jago as a cashless payment method on the Gojek app in Indonesia, aimed at providing Jago customers increased convenience when transacting on the Gojek app. The new feature was progressively rolled out for Jago customers in phases, enabling them to connect their bank account and Jago pockets to the Gojek app and make seamless cashless payments for Gojek services such as transport, food and bill payments.

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Photo Courtesy: 123rf.com 

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