Indosat and Smaato have launched the Indonesia Mobile Exchange (IMX) in the archipelagic nation.
IMX, a joint venture between the two companies, is the world’s first digital exchange platform for mobile advertising with Real-Time Bidding. The 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.
App monetisation specialists Smaato and Ooredoo Group member Indosat first announced their joint venture 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: “This is a game-changer for how we approach mobile advertising. 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 program usage.”
IMX’s OTT 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 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, “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 reckoned with in the global market.”