Telkomsel and PubMatic partner to enhance audience targeting in advertising across ID

Indonesian mobile network operator Telkomsel  will partner independent technology company PubMatic to provide data-driven digital advertising solutions for brands and agencies in Indonesia to achieve enhanced audience targeting.

The partnership will employ PubMatic’s audience solution which is called Connect. This will allow advertisers to engage audiences through privacy-compliant solutions to create audience segments based on mobile customer insights for Telkomsel in a statement by PubMatic.

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“With Telkomsel’s telco segments available through PubMatic’s Connect, advertisers will now have access to valuable insights about Indonesian consumers, enabling them to deliver more relevant and impactful advertising campaigns,” said Jason Barnes, chief revenue officer, APAC at PubMatic in a statement. 

He also said, “Bringing audience targeting to the sell-side, via Connect, means buyers can gain greater control over how inventory and data are packaged and transacted to drive the best performance for their campaigns.”

Through the partnership, a range of audience segments will be made available to Pubmatic and Telkomsel such as those for foodies, gamers and e-commerce shoppers to name a few as well as segments based on customer purchase insight.

“Telkomsel is committed to providing a better and more integrated digital advertising experience for our customers,” said Arief Pradetya, vice president digital advertising and financial services at Telkomsel.

“By making our customer telco insight data available to advertisers programmatically, we can help brands and agencies make more informed decisions and deliver more effective advertising campaigns,” he continued.

Telkomsel is Singaporean telecommunications conglomerate Singtel's 35%-owned associate company in Indonesia and recently entered into a conditional spin-off agreement (CSA) with its parent company Telkom to integrate broadband business IndiHome's services into Telkomsel.

The integration presents Telkomsel with the rare opportunity to enter the high growth fixed broadband market in Indonesia, with IndiHome holding a 75.2% market share. According to the release, Indonesia is one of the fastest growing fixed broadband markets globally with a penetration rate of 14% compared to 40% across Southeast Asia.

The integration will be a new growth horizon for Telkomsel and will enable it to expand its business portfolio against a backdrop of growing fixed mobile convergence and have cross-selling opportunities and cost synergies across sales and marketing channels, support functions and capital expenditure. This will strengthen Telkomsel’s position in the telecommunications and digital industry, as Indonesia’s integrated mobile and fixed broadband business.

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