Gojek partners with The Trade Desk for O2O advertising insight

Gojek, Southeast Asia’s multi-service technology platform, and The Trade Desk , a self-service digital and advertising platform technology company, have launched an exclusive partnership to provide advertisers with insight into the impact of their online advertising campaigns. This will extend to offline sales, which can improve the efficiency of marketing decisions to boost business growth.

According to the press release, the partnership marks the first online to offline (O2O) measurement solution in Southeast Asia. The partnership will initially focus on Indonesia, but it is expected to roll-out across other Southeast Asia markets this year.

Gojek will work together with The Trade Desk to measure the impact of online advertising using Gojek’s actual in-store purchase transactions instead of cookie-based data, correlating purchases made on and offline using Gojek, with advertising served via The Trade Desk platform. This will include both purchases made within the Gojek app, such as the food delivery service, GoFood as well as in-store transactions with merchants who accept GoPay.

Marketers will be able to link sales with advertising campaigns, harnessing offline attribution capability to gain unmatched insight on the effectiveness of their advertising campaigns.

Pulkit Khanna, Gojek’s vice president for Merchant Research and Analytics, said, "Our mission is to remove life's daily friction by connecting consumers to the best providers of goods and services in the market. This partnership will enable advertisers on The Trade Desk platform to use Gojek’s insight to measure their campaigns and ultimately increase the effectiveness of their advertising.”

Mitch Waters, senior vice president, The Trade Desk said, “Analysing offline attribution has been an aspiration for marketers everywhere. Given Gojek’s footprint and innovation mindset, we can now make that goal a reality.”