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Indonesia publishers follow counterparts in South East Asia to form a private marketplace

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By Shawn Lim, Reporter, Asia Pacific

October 30, 2018 | 4 min read

PubMatic has partnered with Indonesian publishers to create a private marketplace (PMP) to provide advertisers with media advertising at scale.

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The Indonesian publishers are one of the many publishers in South East Asia that have formed a PMP in 2018.

Publishers like Kapanlagi Youniverse, Kompas Gramedia, IDNTIMES, Tempo, Viva and KASKUS Networks have signed up to be a part of this PMP and will work to provide advertisers with access to high-impact inventory that was previously available primarily via long-tail channels, with the help of PubMatic.

The Indonesian publishers are one of the many publishers in South East Asia that have formed a PMP in 2018, with Singapore Media Exchange and Malaysia Premium Publishers Marketplace the other two new PMPs.

The rich-media units are available across both mobile and desktop and will include interscrollers, expandables and skins along with publisher-specific formats such as the Kompas L-shaped unit.

According to PubMatic, brand advertisers in Indonesia are increasingly shifting their budgets to programmatic channels and the demand for high-impact, engaging formats is on the rise. Through PMP guaranteed deals, also known as PMP-G, the PMP can create a simple and seamless workflow where advertisers can achieve guaranteed fill-rates for their campaigns across the publishers in the PMP.

“As a powerhouse within Southeast Asia, Indonesia’s large population, burgeoning middle class and rapid mobile adoption have seen the country become a huge growth opportunity for brands,” said Jason Barnes, the chief revenue officer for APAC at PubMatic.

“Our goal is to enable digital publishers to take hold of this opportunity and better monetise their advertising inventory while providing brands like Unilever with innovative and high-impact programmatic solutions.”

Moch Ainur Rifki, vice general manager of marketing digital and print at Kompas Gramedia, added: “Indonesian publishers have really embraced programmatic, and I would say we’re pretty advanced in the region. However, programmatic is still seen as a performance channel for many advertisers, despite more and more brand spend shifting over.”

“At Kompas Gramedia, we’re increasingly focused on capturing brand spend through high-impact ad units within our premium and brand-safe content. Being part of the rich media marketplace not only allows us to appeal to these advertisers but through using programmatic guaranteed - which delivers high fill-rates - we can accurately manage our inventory, which is a huge benefit.”

Mindshare Indonesia has already come onboard as an agency partner in the PMP, using its Ultra trading unit, created specifically for Unilever in 2016, to run several campaigns for the brand.

“Unilever faced some key challenges in Indonesia when planning and buying high-impact formats,” said Larry Asalim, digital associate partner at Mindshare. “Firstly, there was a lack of rich media inventory locally available in a trusted premium publisher marketplace. Secondly, they experienced a lack of technical support when troubleshooting PMPs and had issues with discrepancies.”

“Lastly, the scale was an issue, as they had no guarantees on securing the necessary volumes of impressions. We are excited about PubMatic’s rich media marketplace and their premium publisher partners, as it solves all these challenges.”

The Drum has previously gathered publishers around South East Asia, including Kompas, to find out if they could forge a meaningful coalition, and spoken to more established PMPs in Asia like Delta and KPEX.

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