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PubMatic strikes Indonesia publisher partnerships to create media marketplace

PubMatic has partnered with Indonesian publishers such as Kapanlagi Youniverse, Kompas Gramedia, IDNTIMES, Tempo, Viva and KASKUS Networks to create a media marketplace. The marketplace looks to provide advertisers with “high-impact rich media advertising” at scale, with guaranteed delivery in a trusted and brand-safe environment.

The first agency to come on board is Mindshare Indonesia, done through ULTRA trading unit, created specifically for Unilever in 2016 and is already running several high-impact campaigns for the global brand. According to Larry Asalim, digital associate partner, Mindshare, Unilever had faced some key challenges in Indonesia when planning and buying high-impact formats.

“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,” Asalim said.

He added that scale was also an issue, as there were no guarantees on securing the necessary volumes of impressions. As such, the brand is leveraging on the marketplace to tackle these challenges.

Through this premium marketplace, PubMatic looks to provide advertisers with access to high-impact inventory that was previously available primarily via long-tail channels. The rich-media units are available across both mobile and desktop, and include interscrollers, expandables and skins along with publisher-specific formats such as the Kompas L-shaped unit.

“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,” Moch Ainur Rifki, vice GM, marketing digital and print, Kompas Gramedia, said.

“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,” PubMatic chief revenue officer, APAC, Jason Barnes, said.

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