Indosat, member of Ooredoo Group, has launched Indonesia Mobile Exchange ("IMX"), a joint venture digital mobile-first Real-Time Bidding (RTB) Advertising Exchange in partnership with Smaato, a leading global mobile RTB Ad Exchange.
This was announced at the Mobile World Congress recently.
Indosat's existing mobile advertising offering, i-klan, which currently sits within its Digital Services unit, will become part of the joint venture, the company said in a statement.
IMX's digital mobile advertising exchange will facilitate a portal that enables both local and global advertisers to connect with leading publishers in the country.
"Digital advertising represents an important avenue of new business as we look for opportunities beyond our core services to support our customers' digital lifestyles," said Dr Nasser Marafih, Group CEO, Ooredoo. "Currently 25% of our customers actively use mobile content services and Indosat's partnership with a leading global player like Smaato helps us to build products and capabilities that better serve both business customers and consumers alike. As smartphone use across our footprint increases we intend to extend this approach to the other markets that we operate in."
"Indonesia, with its large population and high advertising spend, is one of the most important markets for Smaato globally," said Ragnar Kruse, Smaato's founder and CEO. "I believe that a combination of our world-class platform and Indosat's strong in-market reach will help us create effective digital advertising solutions for both local and international brands. It will not only help local online companies to control and maximize the value of their advertising inventories, but also significantly improve returns on investment in advertising."
Sign up for CIO Asia eNewsletters.